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Blooming Clothing was established in 1985 by O’Byrne and two other partners. The aim was to specialise in a niche of the women’s outerwear market: maternity wear. The company started business with a retail outlet in Dublin and sold maternity wear under the Blooming label, which it outsourced through local suppliers. When this arrangement proved unsatisfactory, Blooming turned to manufacturing its own lines.
Foley, E.: Blooming clothing. Managing Marketing: concepts and Irish cases by John A. Murray and Aidan O’Driscoll. 2nd ed. Dublin, Gill and Macmillan, 1999, pp.56-69.