Evereve (formerly Hot Mama) opened its second Seattle-area boutique at Redmond Town Center on Nov. 5.

After almost a decade in business, the successful retailer is also renaming its 50 current Hot Mama locations nationwide to Evereve, a process that will be complete by mid-November. The company’s University Village location in Seattle recently changed to Evereve.

CEO and founder Megan Tamte says that even though the company’s name may be changing, its mission remains the same.

“Hot Mama will always be my baby, but the company is growing up, and the name Evereve reflects that,” Tamte says. “To us, Evereve means life, and we are devoted to helping all moms to feel fully alive, to live in the moment, as well as to look and feel their absolute best.”

The retail company launched its newly renamed online store in July: Evereve.com. Tamte says she’s excited about the changes and hopes the new name encourages even more moms to embrace the brand’s unique style and shopping experience.

“I started the company because I care about moms, and that’s as true today as it was in the beginning,“ Tamte says.

Tamte hopes the brand’s new name will expand its customer base, and to celebrate all of its shoppers, each Evereve location will offer a 15-percent-off sale when it opens or makes the switch.

“We hope Evereve will appeal to more moms, so they can experience what has turned our company from my dream into a nationwide brand. Our stores will continue to offer our signature style, as well as our empowering message to moms. We remain a shopping experience unlike any other,” she said.