The KN Karen Neuburger brand will be launching a marketing campaign in November called PJs and Paws.
The promotion will feature a series of walks that will benefit The Humane Society of America in which walkers who wear Neuburger’s signature pajamas will receive a discounted entry fee. The fee cost has not been finalized. All funds from the walks will be donated to The Humane Society, said a spokeswoman.
“Our goal is to create an amazing visual of women and dogs in their Karen Neuburger pj’s,” said the spokeswoman. “We will be featuring the KN Heart Health pajama in our efforts for the walks, but there will be dog jackets in a variety of fun conversational prints that will coordinate with great micro fleece pj’s.” Micro fleece pj’s will retail for $66 and matching micro fleece dog jackets will sell for $20.
In other developments, the company ran a Face of Karen Neuburger contest this spring to find a model for the holiday in-store signage campaign. The contest was posted on bonton.com and customers were asked to write an essay on why they like their Karen Neuburger pajamas. The company selected a winner based on the most popular essay. The winner, Rachel Stangland, won a trip to New York from Indiana and will participate in a photo shoot in New York in September.
The brand, which includes women’s sleepwear, robes and home accessories, is carried at 800 department stores nationwide.
Karen Neuburger created her sleepwear brand in 1994 in San Francisco, where the design team still resides. The brand, which is known for its layered floral prints, soft blends of polyester and cotton and flattering silhouettes, received a substantial sales boost in 1997 when Oprah Winfrey prominently featured the designer’s pajamas on “The Oprah Winfrey Show.” Since the inaugural appearance, Winfrey continued to feature the products on her annual “Favorite Things” episodes, bolstering the brand’s presence in the lifestyle arena.
The newest launch for spring 2012 is a line called Sunday Brunch, which focuses on tops in different lengths that camouflage figure problems such as the tummy and hips.
In June, Delta Galil Industries Ltd. acquired the assets, inventory and brand name of KN Karen Neuburger from CIT for $4 million. The KN Karen Neuburger brand is part of Tel Aviv-based Delta Galil’s portfolio of high-profile sleepwear and intimates licenses, which include Tommy Hilfiger and Lucky at D2 Brands, the company’s U.S. unit.
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