10 Years And 50 Stores Later, Hot Mama Changes Its Name

10 Years And 50 Stores Later, Hot Mama Changes Its Name

A decade after Megan Tamte opened her first Hot Mama store at 50th & France, the company is converting its brand to Evereve.

Hot Mama, the fast-growing women’s apparel retailer, has changed its name to Evereve.

Megan Tamte founded Edina-based Hot Mama in 2004 and has since grown the business to include more than 50 store locations, including several in the Twin Cities. All Hot Mama stores will be converted to the new brand by November.

Tamte, who was honored as one of Ernst & Young’s 2013 Entrepreneurs of the Year, discusses her company's name change in the following video:

In the video, Tamte says the new name is meant “to make our mission clearer.” The Hot Mama name has been an issue since Tamte opened her first store at 50th & France a decade ago and had to explain to shoppers that it was not a maternity boutique, according to Twin Cities Business' sister publication Mpls.St.Paul.

Tamte founded her company to cater to women aged 25 to 55, with a strong focus on stylish, fashion-forward apparel for mothers. Stores were also designed to be a place where moms could feel comfortable bringing their kids. (Learn more about Hot Mama's history in this 2012 Twin Cities Business feature story.)

According to the company’s website, Evereve means “life,” although it's unclear where exactly the translation comes from. But the retailer said its new name aligns with its mission: “To empower moms to be fully alive and to love the woman she is today.”

In the video announcement, Tamte said her business is debt-free and experiencing record sales and profits. When Tamte received her Entrepreneur of the Year award last year, the company had generated $40 million in annual revenue with about 40 stores; it now has more than 50 locations.

On Monday, the company's website was also advertising a 15 percent discount on online purchases to “celebrate our new name.”