Brand directories consistently describe MIDULI as a maternity clothing brand founded in Guangzhou in 2016.2

MIDULI emerged in 2016, positioning itself specifically within the maternity clothing sector rather than general women’s fashion. The brand’s initial concept involved adapting everyday garments to accommodate the physical changes of pregnancy while maintaining a contemporary aesthetic.

According to Chinese business listings, MIDULI was launched via Tmall, a major e-commerce marketplace in China, before expanding its product assortment. Corporate profiles indicate that the brand forms part of the broader Yinggeen (婴格恩) business group and experienced significant growth on Tmall between 2017 and 2021. As these performance claims originate from company recruitment materials rather than independently audited market reports, they represent self-reported data.11

Over time, the brand expanded beyond basic maternity wear to encompass products for various stages of motherhood, including postpartum recovery and breastfeeding.

MIDULI’s central proposition centres on fashionable clothing adapted for pregnancy and motherhood. Rather than treating maternity wear as merely oversized apparel, the brand emphasises comfort, freedom of movement, breathability, moisture absorption and adjustability. Designs also prioritise ease of dressing and breastfeeding accessibility alongside everyday style.4

This approach positions MIDULI between traditional functional maternity wear and fast-fashion e-commerce labels, catering to consumers seeking practical utility without sacrificing personal style.

The MIDULI portfolio extends across multiple categories of maternal apparel.

Maternity trousers

Trousers represent one of the brand’s most prominent categories. Current marketplace data lists wide-leg trousers, straight-leg pants, casual trousers, jeans, belly-support designs and seasonal variants ranging from lightweight summer styles to autumn and winter options. Recent 2026 ranking pages continue to list MIDULI among top maternity trouser brands, highlighting adjustable-waist designs intended to accommodate abdominal growth without excessive pressure.7

Maternity tops

The brand produces various tops including T-shirts, long-sleeved shirts, blouses, casual wear and seasonal base layers. Material compositions vary; for instance, specific long-sleeve products are listed as containing 92.7% cotton and 7.3% elastane, with versions designed for cooler weather.3

Maternity dresses

Maternity dresses form another key segment of the catalogue, generally featuring additional room around the abdomen and silhouettes suitable for progressing pregnancy.

Nursing and breastfeeding clothing

Nursing wear constitutes a significant extension of the product line. Offerings include nursing tops, breastfeeding shirts, nursing underwear, homewear and postpartum clothing. This reflects a strategy designed to extend product utility beyond childbirth, covering the transition from pregnancy through postpartum recovery to breastfeeding.4

Postpartum and homewear

MIDULI is also associated with postpartum pyjamas, maternity sleepwear, confinement month clothing (月子服), homewear and nursing sets. Chinese maternity brand rankings continue to list the label in categories such as postpartum sleepwear and nursing sets.8

Descriptions of MIDULI frequently highlight the combination of comfort and appearance. Recognising that pregnancy significantly alters body proportions, garments utilise stretch fabrics, adjustable waist systems, expanded abdominal areas, loose silhouettes, elastic panels and nursing openings. The stated objective is to allow women to maintain their individuality and fashion preferences rather than being restricted to purely functional clothing.4

MIDULI is frequently associated with cotton and cotton-blend fabrics, particularly in basic maternity and nursing products. This emphasis aligns with stated priorities of softness, breathability, sweat absorption and skin comfort. However, material composition varies considerably across the range, and not all garments are 100% cotton; blends incorporating elastane or polyurethane are common to provide necessary stretch.3

A Madrid System international trademark registration (No. 1533081) for MIDULI was filed on 6 May 2020, covering Class 25 goods including clothing, hosiery, shoes and headwear. The Philippine Intellectual Property Office’s 2020 Gazette records the mark holder as Guangzhou Yinggeen Trading Co., Ltd.5 Corresponding US trademark records indicate that the American application was abandoned in 2021 due to failure to respond, although the underlying international registration remains documented.6

Public sources identify two distinct company names associated with the brand:

• Guangzhou Jianglipin Trading Co., Ltd.: Identified by multiple Chinese brand directories as the operator of the consumer brand.12
• Guangzhou Yinggeen Trading Co., Ltd.: Identified as the holder of the 2020 international trademark registration.5

Available public documentation does not clearly establish whether these represent different entities within the same business group or distinct roles within a single corporate structure.

MIDULI maintains a strong presence in Chinese e-commerce, with products available through major online retail channels including Tmall and JD.com. Current ranking pages confirm the continued sale of maternity trousers, shirts and tops within China.789

The brand also possesses an international online presence driven primarily by cross-border e-commerce rather than physical retail networks. Products have appeared on regional platforms accessible to Southeast Asian consumers, including Lazada Philippines and Carousell Singapore, indicating availability outside mainland China through digital marketplaces.1213

MIDULI is positioned as a mass-market, affordable maternity fashion brand rather than a luxury label. Chinese brand ranking sources explicitly classify it as a value-oriented brand (平价品牌).10 Its competitive proposition combines practical maternity functionality with fashionable styling and accessible pricing, comparable to other online-first maternity brands that leverage e-commerce to offer extensive selections at moderate price points.

The brand appears frequently in Chinese online maternity wear rankings. Data from 2026 places MIDULI highly in categories including maternity trousers, loose maternity trousers, maternity shirts, postpartum clothing, nursing wear and maternity leggings. Specific 2026 rankings list the brand at No. 3 for maternity trousers and No. 1 for maternity shirts. These assessments derive from commercial consumer ranking sites rather than official industry market share statistics.78910

Public company profiles associate MIDULI with the Yinggeen (婴格恩) maternal and apparel business ecosystem. Recruitment materials describe the wider group as established in 2007, with activities spanning product development, brand building, sales, customer service, logistics and supply chain management. These sources identify MIDULI as one of the group’s brands and claim over 500 employees at the time of publication, though these figures remain unverified by independent corporate filings.11

MIDULI’s identity encompasses four core concepts:

1. Pregnancy without sacrificing style: Treating maternity clothing as fashion rather than purely utilitarian apparel.
2. Comfort during physical change: Designing garments around the changing body shape during pregnancy.
3. Continuity into motherhood: Extending the product range from pregnancy through breastfeeding and postpartum life.
4. Accessible fashion: Targeting ordinary consumers through e-commerce and affordable pricing rather than luxury positioning.

As of 2026, MIDULI remains visible in Chinese online maternity fashion categories, continuing to be associated primarily with maternity trousers, tops, nursing clothing and postpartum wear. Current ranking pages show the brand appearing across multiple maternity categories, suggesting its product strategy remains centred on the broader maternity-to-postpartum apparel market.10 International visibility continues to be driven substantially by cross-border e-commerce platforms.

1. 米度丽品牌_米度丽牌子口碑
2. 米度丽品牌介绍_米度丽是哪个公司品牌？-百强排行-百强网
3. Miduli Maternity Long Sleeve Top – Autumn/Winter Velvet Lining
4. miduli Products for Sale up to 90% Off Retail: Poshmark
5. Microsoft Word – JO_20200917_Madrid
6. MIDULI Trademark – Serial Number 79286463 :: Justia Trademarks
7. 2026年宽松孕妇裤十大品牌排行榜-排行榜123网
8. 2026年孕产妇月子服十大品牌排行榜-排行榜123网
9. 2026年上开扣哺乳文胸十大品牌排行榜-排行榜123网
10. 2026年时尚孕妇装十大品牌排行榜-排行榜123网
11. 米度丽品牌介绍-米度丽是哪个国家的品牌|怎么样|什么档次-开发豆
12. www.lazada.com.ph
13. MIDULI Mint Polo Shirt – Maternity / loose fit, Women’s Fashion, Maternity wear on Carousell