By  on January 24, 2005

NEW YORK — NAP Inc. has agreed to a joint venture with Derek Rose Ltd. of London’s Savile Row to market and distribute a collection of luxe women’s and men’s sleepwear, robes, at-homewear and underwear for the U.S. market.

This will be the first U.S. distribution for the 79-year-old Derek Rose brand, which has been a boudoir staple of luminaries such as Queen Elizabeth II, the Duke of Windsor, former president Gerald Ford, and John Lennon and Yoko Ono, who wore matching his-and-hers pajamas.

The women’s collection for fall-holiday 2005 will be launched in Paris at the Salon International de la Lingerie trade fair, which runs Jan. 28 to Feb. 1. The women’s line will also be showcased at the March 7-11 innerwear market in New York at the NAP showrooms at 171 Madison Avenue and the March 6-8 Lingerie Americas trade show, also in New York. The men’s collection was introduced this month at the Pitti Uomo trade show in Florence, Italy.

Victor Lee, president of NAP, would not give a first-year sales projection. Combined wholesale sales for the men’s and women’s lines are $3 million to $4 million, according to industry sources.

Distribution is intended for major better specialty stores and upscale boutiques. Wholesale prices have not been firmly set, but cotton offerings will average $112 to $150, silk and ultrafine wool pieces will be in the $190 to $300 range, and specialty items such as silk jacquard pin-dot pajamas will be around $500. Silk-lined cashmere robes will wholesale for about $1,900. There also will be a “super luxurious Silver Rose group, which will use the finest Italian cotton, silks, wools and cashmere,” said Lee.

Sacha Rose, managing director of Derek Rose, said: “We are finding an increasing trend for men and women to change into their pajamas when they come home from work or relax on a weekend morning. We know that this trend has been growing in the U.S. recently.”

Regarding the target consumer, Lee said, “The Derek Rose customer is very sophisticated, someone who appreciates fine English tailoring and fine fabrics. That customer also has to possess a decent-sized wallet, as well.”

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