Mama’s Milkbox: What Happened After Shark Tank

Mama’s Milkbox: What Happened After Shark Tank

Mama’s Milkbox, a unique subscription service aimed at breastfeeding mothers, made a splash when it appeared on the hit TV show Shark Tank. Founded by Elena Petzold, the company sought to fill a gap in the market by providing stylish, functional clothing for nursing mothers [1].

Despite securing an investment from Barbara Corcoran, the company faced several challenges post-Shark Tank. This article delves into the journey of Mama’s Milkbox, exploring its initial success, the hurdles it encountered, and what ultimately led to its closure.

We’ll also examine the feedback and criticisms it received during its Shark Tank appearance, as well as the strengths and weaknesses that characterized this innovative business. Whether you’re a fan of Shark Tank, interested in start-ups, or curious about the realities of running a business, this in-depth look at Mama’s Milkbox offers valuable insights.

What Is Mama’s Milkbox?

Mama’s Milkbox’s brand aimed to revolutionize maternity clothing, with a specific focus on breastfeeding moms. The concept was a subscription box service that delivered stylish breastfeeding apparel right to a mother’s door. However, as promising as the concept seemed, the execution left much to be desired [2].

Unique Features Of Mama’s Milkbox Clothing

Mama’s Milkbox clothing boasts several unique features that set it apart in the world of breastfeeding apparel.

These distinctive characteristics cater to the specific needs and preferences of nursing mothers, making it a popular choice for those looking to combine style and functionality:

  • Subscription Service: Mama’s Milkbox initially gained recognition for its subscription-based model. Subscribers received curated selections of breastfeeding clothing delivered to their doorstep. While the subscription service has ended, it was a unique approach that allowed mothers to regularly update their nursing wardrobe with minimal effort;
  • Customized Styling: Mama’s Milkbox offers a personalized touch through its style profiling system. This feature enabled subscribers to provide information about their fashion preferences, allowing the company to send items that matched their styles. This personalized approach made the clothing not just functional but also stylish and aligned with the mother’s taste;
  • Curated Selections: The company prided itself on curating fashionable nursing tops and dresses that were both functional and stylish. This unique feature ensured that nursing mothers received items that met their breastfeeding needs while also keeping up with the latest fashion trends;
  • Try-Before-You-Buy: A standout feature of Mama’s Milkbox was the opportunity for customers to try on the clothing in the comfort of their own homes. They could keep what they liked and return what they didn’t, reducing the hassle of shopping with a newborn and allowing for a stress-free decision-making process;
  • Fashionable and Functional: Mama’s Milkbox aims to blend fashion and functionality seamlessly. Their clothing was designed to provide easy access for breastfeeding while maintaining a stylish appearance. This combination of fashion and function sets their products apart from traditional nursing wear;
  • High-Quality Materials: The brand prioritized using high-quality materials that were comfortable and durable, ensuring that the clothing would last throughout the breastfeeding journey [3];

What Is Mama’s Milkbox?

While the subscription service may have come to an end, these unique features of Mama’s Milkbox clothing continue to make it a noteworthy choice for breastfeeding mothers who seek stylish, convenient, and functional attire that caters to their specific needs.


  • Unique Concept: Mama’s Milkbox brought a unique proposition to the table. The company addressed a niche market of breastfeeding mothers, providing them with stylish clothing that was functional for their needs. This was a refreshing change from the often drab and uninteresting options available in the market;
  • Convenience: The subscription box model added an element of convenience for new mothers. It saved them time and effort from having to go shopping, especially during the early days of childbirth when time is precious;
  • Variety: Each box was priced at $ 29 and promised a range of stylish breastfeeding tops and dresses. This allowed mothers to try out different styles and choose what worked best for them [4];


  • Sustainability: Despite the promising start, Mama’s Milkbox was unable to sustain its business model. As per some sources, the company is no longer in operation. This could be attributed to various factors such as high operational costs, lack of scalability, or inability to retain customers;
  • Fickle Market: The breastfeeding apparel market can be quite fickle, with a limited window of requirements for each customer. Keeping customers engaged and subscribed to the service might have been challenging;
  • Competition: Despite its unique proposition, Mama’s Milkbox faced stiff competition from established brands like Carter’s, Cubcoats, Babycare, and Envie de Fraise;

Who May Benefit From Using Mama’s Milkbox:

  • Breastfeeding Mothers: The primary target audience for Mama’s Milkbox was breastfeeding mothers who needed comfortable and functional attire that also allowed them to breastfeed easily. This service provided them with clothing that had discreet nursing access points, making it easier for them to feed their babies in public;
  • Fashion-Conscious Moms: For mothers who didn’t want to compromise on style during their breastfeeding phase, Mama’s Milkbox was a great solution. The subscription box offered a variety of trendy and stylish maternity clothes that were not just functional but also fashionable;
  • New Moms: New moms, especially those with their first child, often find themselves overwhelmed with the changes in their bodies and lifestyles. Mama’s Milkbox provided them with an easy solution to find suitable clothing without having to step out for shopping, thus saving them time and energy;
  • Working Mothers: For working mothers who need to pump or nurse at work, Mama’s Milkbox could provide suitable clothing options;
  • Gift Givers: Friends and family looking for a thoughtful gift for expecting or new mothers could have used Mama’s Milkbox as a unique and helpful present;

About Founders Of Mama’s Milkbox

Mama’s Milkbox was founded by Elena Petzold. She started the company to address a gap she noticed in the market for stylish, functional clothing for breastfeeding mothers [5].

Elena is an entrepreneur with a background in marketing and project management. Before starting Mama’s Milkbox, she worked in various roles in the marketing field and has experience working with both startups and established companies.

She was inspired to start Mama’s Milkbox after her own experiences as a breastfeeding mother. Frustrated with the lack of fashionable options that also allowed for easy nursing access, she decided to create a solution herself.

Through Mama’s Milkbox, Elena aimed to provide fashionable, high-quality clothing options for breastfeeding mothers, making it easier for them to maintain their style while also comfortably feeding their babies.

About Founders Of Mama’s Milkbox

Elena, the visionary driving Mama’s Milkbox, possessed firsthand experience nursing two children while struggling with her attire choices. She aspired to craft fashionable garments for breastfeeding mothers. Opting for the subscription box concept, she successfully propelled it to a flourishing $ 83,000 venture as a secondary pursuit. Eventually, she transitioned it into her primary occupation and presented it on the popular television show, Shark Tank.

The Pitch Of Mama’s Milkbox At Shark Tank

Elena Petzold confidently strode into the Shark Tank, taking her place under the spotlight. She turned her gaze towards the Sharks and proudly announced her roots in Pittsburgh, Pennsylvania. As the mastermind behind Mama’s Milk Box, she declared her quest for a $ 200,000 investment in exchange for a 20% stake in her company [6].

Elena gracefully gestured toward the two impeccably dressed women who accompanied her on stage, prompting a nod of approval from the Sharks. She seized the moment to point out that not only did they look fabulous, but they could also nurse their babies with ease in these stylish garments.

Barbara wore an expression of genuine surprise as Elena handed one of the women a faux baby, demonstrating how the shirt allowed for easy breastfeeding. She elucidated that Mama’s Milk Box was a subscription service tailored to nursing apparel, delivering fashionable breastfeeding attire directly to mothers’ doorsteps. Elena explained that each box was priced at $ 29, and subscribers were encouraged to complete a style profile, allowing their breastfeeding stylists to curate tops and dresses that perfectly matched their preferences.

The curated shipment would then be sent to their homes, where they had three days to try on the clothing in the comfort of their own space. They could keep what they liked, and the $ 29 fee would be credited toward their purchase. Subsequently, the next shipment was automatically scheduled for delivery in six weeks. Elena drew parallels between breastmilk and “liquid gold” in the breastfeeding world, inviting the Sharks to join her in the “liquid gold rush.”

Robert found humor in the phrase “the breastfeeding world,” and Alayna proudly proclaimed herself the “queen of breastfeeding fashion”. Elena detailed how she designed the sample boxes by envisioning the recipient’s style profile, giving examples for each Shark. Mark Cuban even picked out a purple top and jokingly considered trying it on. Elena playfully encouraged him to do so, assuring him she wouldn’t judge.

Robert sought to clarify her business model, asking about the $ 29 monthly curation fee. Elena confirmed it, explaining that customers could keep any items they liked and return the rest. She also offered a 10% discount to those who purchased everything in the box. Robert inquired whether Mama’s Milk Box was primarily curating other brands or had its private label, to which Elena acknowledged they only had a few proprietary pieces.

He probed further, asking about the profit margin on the resale items, to which Elena replied that it was approximately 50%. When pressed for more exact figures, she admitted that her tracking methods needed improvement.

Lori pointed out that Elena required professional help with profit and loss statements. When Kevin asked about the inventory, Alayna repeatedly interrupted him, insisting her model was superior to traditional retail. The other Sharks urged her to let Kevin finish, and he expressed concerns about the capital tied up in inventory as more customers joined the platform.

The Pitch Of Mama’s Milkbox At Shark Tank

Elena stated she had negotiated favorable terms and reduced wholesale prices. Lori pointed out that Elena required not just a financial partner but someone to manage her financial statements, as her business acumen seemed limited. Kevin questioned Elena about the process, emphasizing the importance of swiftly turning inventory. Elena explained that customers could request earlier shipments, but her method had enabled her to reach her current level of success. Kevin believed she was on the brink of failure, citing the importance of return on assets.

When Elena became defensive, Barbara urged her to slow down her responses, emphasizing that her rapid-fire answers were working against her. Barbara ultimately opted out due to the confusion.

Despite Kevin’s continued queries, Alayna’s defensiveness persisted, and she claimed her model was superior. Kevin maintained that her subscription model was flawed and predicted a bleak future for the business. Robert inquired about the cost of goods for the $ 100,000 in revenue, prompting Elena to admit her lack of financial sophistication.

Mark Cuban questioned how she managed her finances, to which Elena revealed she used Excel and paper, which prompted Robert to point out the difference between revenue and profit. Mark suggested she should have hired a bookkeeper or an accountant, to which Elena responded she was in the tank to seek expertise.

As the Sharks began to lose confidence in her pitch, Elena clapped her hands and implored them to give her another chance, reiterating her passion for breastfeeding fashion. However, she continued to face skepticism. Kevin noted that there was a discrepancy in her presentation, and Elena explained that she wasn’t well-versed in numbers, promising to learn. Barbara advised her to take a breath and claimed that while Elena’s enthusiasm was undeniable, the business she pitched didn’t align with her numbers. Kevin also opted out.

Elena made a final plea to Lori, but Lori emphasized the challenges of the subscription model and the support Elena needed, ultimately choosing not to invest. Elena faced a daunting future without a deal, having presented her business in a disorganized and erratic manner [7].

Mama’s Milkbox After The Shark Tank

After the Shark Tank episode aired, Mama’s Milkbox faced several challenges. The company struggled with inventory management, customer acquisition costs, and profitability. While the exposure from Shark Tank boosted initial sales, maintaining that momentum proved difficult [8].

Roughly a year after her appearance on Shark Tank, Mama’s Milk Box subscription service came to an end. Elena made this announcement via Facebook on November 28, 2017. She revealed her decision to discontinue the subscription box model while continuing direct-to-consumer sales.

Elena embarked on a new venture, establishing a blog and launching a platform for selling her breastfeeding clothing under the name The company’s new business endeavor appeared to be facing some initial challenges, with its Facebook page amassing just eight followers. 

Mama’s Milkbox After The Shark Tank

It seemed as though they may not have achieved their desired level of success, but Elena remained committed to her mission as the “breastfeeding clothing Queen,” striving to make a positive impact in the industry.

The Net Worth Of Mama’s Milkbox

Before its appearance on Shark Tank, Mama’s Milkbox was valued at USD 1 million [9]. This valuation was based on Elena Petzold seeking a $ 200,000 investment for a 20% equity stake in her company.

However, it’s important to note that this was the company’s valuation at the time of its Shark Tank appearance, and it does not necessarily reflect the company’s actual net worth. The current net worth of Mama’s Milkbox is unavailable due to the company’s closure.

Therefore, while the business showed potential and was valued highly during its pitch on Shark Tank, its closure suggests that it may not have been able to maintain or increase its initial value.

Alternatives To Mama’s Milkbox:

  • Carter’s: Known for their baby and kids’ clothes, Carter’s also offers a collection of maternity wear suitable for nursing mothers;
  • Cubcoats: While not exclusively for breastfeeding attire, Cubcoats offers a range of comfortable clothing that can be suitable for new moms;
  • Envie de Fraise: This is a maternity brand that offers a wide range of stylish and comfortable maternity and nursing clothing;
  • Junobie Liquid Gold Breastmilk and Formula Box: An eco-friendly alternative to disposable plastic bags for storing breast milk. Made from food-grade silicone, this can be an essential addition to a breastfeeding mother’s kit;
  • Boobyfood: They offer a range of products for breastfeeding mothers, including sitz baths, overnight pads, nursing pads, lip balm, skin and scar balm, hot/cold packs, and perineal spray;
  • Amazon: Amazon hosts a variety of products for breastfeeding mothers, including the “Breast Milk Pitcher for Fridge”. It is a storage container that comes with breastfeeding stickers;
  • The Little Milk Bar: They offer breastfeeding-friendly clothing with empowering designs like the Pink Milk Carton Sweatshirt;

Remember to check the product details before purchasing to ensure they meet your specific needs.

The Net Worth Of Mama’s Milkbox


  1. Who turned down $ 30 million on Shark Tank?

The founders of the dating app, Coffee Meets Bagel, turned down a $ 30 million acquisition offer from Mark Cuban on Shark Tank. The three sisters behind the app – Arum, Dawoon, and Soo Kang – made history with this decision.

  1. What was the worst deal on Shark Tank?

There have been many deals on Shark Tank that didn’t pan out as expected, but one of the most infamous “bad” deals was when James Martin, the founder of Copa Di Vino, appeared on the show twice and rejected offers both times. His company didn’t experience the rapid growth typically associated with Shark Tank companies.

  1. What products failed on Shark Tank?

Several products didn’t succeed after their Shark Tank appearance. Examples include The Body Jac, a fitness machine; Toygaroo, a toy rental service; and Hy-Conn, a fire hose connector.

  1. Who is the founder of Mama’s MilkBox?

Mama’s MilkBox was founded by Elena Petzold.

  1. Who are Mama’s MilkBox’s competitors?

Competitors of Mama’s Milkbox in the maternity/nursing wear market include Carter’s, Envie de Fraise, and The Little Milk Bar.

  1. What was the location of Mama’s MilkBox?

Mama’s MilkBox was based in Pittsburgh, Pennsylvania.

  1. What did the “Sharks” say about Mama’s MilkBox?

During the Shark Tank pitch, the Sharks were generally critical of Mama’s MilkBox. They expressed concerns about the company’s financials, specifically the lack of profitability and the high customer acquisition costs. Barbara Corcoran decided to invest in the company despite these concerns.

What was the location of Mama’s MilkBox?

  1. What were the strengths of Mama’s MilkBox?

Mama’s MilkBox had several strengths, including a unique product offering (breastfeeding-friendly clothing) and a subscription model that encouraged repeat business. The company also had a strong founder Elena Petzold, who had a clear vision for the brand.

  1. What were the weaknesses of Mama’s MilkBox?

The weaknesses of Mama’s MilkBox included financial struggles and high customer acquisition costs. The company was not profitable at the time of its Shark Tank appearance, which is typically a red flag for investors.

Useful Video: Mama’s MilkBox Review