Edina-based Hot Mama apparel chain changing its name


A Minnesota retail chain with a national reach is changing the name of its stores as it celebrates its tenth anniversary.

WCCO reported that Hot Mama officially changed its name as of Monday. Going forward, the 50 retail outlets, which started in Minnesota and are now located in 18 states, will now be known as EverEve.

Hot Mama's Megan Tamte, who founded the clothing and accessory retailer with her husband, told the station the Hot Mama moniker was limiting the stores.

“When people hear Hot Mama they think maternity, and we are not a maternity store,” Tamte said. “It was really important to me that we found a name that had a connection to what we’re all about – which is moms.”

The new name was selected after considering and rejecting thousands of other options. Signs on stores, which include eight in Minnesota, will switch over to EverEve from August through November.

The Business Journal reports the Hot Mama chain was the 22nd fastest-growing private company in Minnesota on last year's Fast 50 list. The chain added 13 new stores in 2013 and is accelerating its expansion plans this year, adding a dozen new locations including its first boutique in Des Moines, Iowa.

“There are too many good real estate opportunities that are immediately available,” co-founder Michael Tamte told the Business J0urnal in May.

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