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Media Kit Good Company » Growth Studio Mind the Gap: The Founder of Mrs Momma Bear Shares How to Identify and Capitalize on Underserved Market Niches In this edition of “Ask the Board,” we feature Lee Evans Lee, Founder of Mrs Momma Bear, a company that offers comfortable yet stylish clothing for women from all walks of life. Lee shares how to uncover underserved market niches and use them to grow your business. By: Anna Baluch , Contributor Share Unchecked Bookmark Icon Save Lee Evans Lee founded Mrs Momma Bear to fill the underserved niche of women who wanted clothes that were comfortable, functional, and stylish all at once. — Lee Evans Lee If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder of a women’s clothing brand to explain how to identify and capitalize on underserved market niches. In this edition of “Ask the Board,” we feature Lee Evans Lee , Founder of Mrs Momma Bear , a women’s clothing brand that offers a lineup of comfortable yet stylish apparel. Lee is a fifth-generation Texas rancher turned fashion designer who identified a gap in the women’s retail market and built Mrs Momma Bear to address unmet consumer needs and fill a hole in women’s closets. Here are her tips for how you can follow her footsteps and capitalize on underserved market niches. Live the problem before you solve it Before I ever sat down to sketch a design, I lived the wardrobe gap I now design for. I was constantly switching outfits (ranch boots by morning, heels by dinner) and I got tired of choosing between comfort and style. Nothing on the market spoke to a woman like me: someone who wanted to look powerful and polished but still be able to move, sweat, or chase after her kids and pets. That’s when I knew there was a problem worth solving not just for me, but for every woman juggling multiple roles in one day. Listen like it’s your job One of the best business decisions I ever made was going old-school: trunk shows, fittings, in-person feedback. I didn’t just take notes, but instead treated every piece of feedback like gold. If a woman told me she wanted a dress in black or a jumpsuit with a different neckline, I made it. My Love Letters collection was born entirely from customer requests. That’s how you turn underserved markets into loyal communities: you make them feel heard, because they are. I didn’t set out to start a fashion label. I set out to solve a problem for women like me. Lee Evans Lee, Founder of Mrs Momma Bear Identify the emotional component A gap in the market isn’t always obvious. Instead, it’s often emotional. For me, it wasn’t just that the clothes didn’t fit my lifestyle. It was that nothing made me feel powerful and feminine. I wanted to create a brand that said, “You can be your own Mrs,” wear your confidence, and celebrate your curves unapologetically. If you can tap into what your audience is craving on a deeper level, you don’t just fill a gap—you create a movement. Design for real life, then elevate it I knew from the start that women didn’t need more clothes—they needed better ones. Pieces that work as hard as they do. That’s why every Mrs Momma Bear piece is machine-washable, flattering across body types, and made to transition from day to night. I spent over a year developing the right fabric blend because real women deserve comfort without compromise. If you can bring practicality and polish into one product, you’ve struck gold. Let passion meet purpose I didn’t set out to start a fashion label. I set out to solve a problem for women like me. But I brought all of me to it: my ranch roots, my obsession with textiles, my love for bold silhouettes, and my belief in dressing with purpose. That’s where Mrs Momma Bear came from. The more personal your connection to the gap, the more powerfully you can fill it, because you’re not just building a brand, you’re building something you know the world needs. Do it if nobody else is When I looked around the market, I didn’t see anything like what I needed: clothes that could carry a woman from a boardroom to a barn and still make her feel like a knockout. At first, that was intimidating. But then I realized: if it doesn’t exist, that’s your green light. Creating something new always means taking a risk, but it also means leading the way. So I embraced the gap, stepped in, and never looked back. CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation. CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here . Interested in a small business membership? Find out how the U.S. Chamber of Commerce can help your company grow and thrive in today's rapidly-evolving business environment. Connect with our team to learn how a small business membership can benefit your bottom line and help you achieve your goals. Learn More Subscribe to our newsletter, Midnight Oil Expert business advice, news, and trends, delivered weekly Email Subscribe By signing up you agree to the CO— Privacy Policy. You can opt out anytime. Published August 13, 2025 For more tips from business leaders Ask the Board Turning Today’s Managers Into Tomorrow’s Leaders: 6 Tips From the Founder of Talent Praxis Ask the Board The CEO of Better & Better Shares 6 Ways to Attract Investors Ask the Board How to Build Customer Loyalty: It's All in the Experience By continuing on our website, you agree to our use of cookies for statistical and personalisation purposes. Know More I Agree Designed for business owners, CO— is a site that connects like minds and delivers actionable insights for next-level growth. Contact U.S. Chamber of Commerce 1615 H Street, NW Washington, DC 20062 Social links Instagram LinkedIn Twitter Facebook Flipboard Looking for local chamber? Chamber Finder Stay In Touch Newsletter Sign Up Interested in partnering with us? Media Kit © 2025 CO— by U.S. Chamber of Commerce Contact About Us Privacy Accessibility Terms Sitemap RSS Media Kit
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