By  on February 1, 2010

The Natori Co. will unveil a brand today called N Natori.

The diffusion line of sleepwear, set for a fall retail launch, will be distributed to department and specialty stores that sell the Josie Natori, Natori and Josie collections, said president and chief executive officer Josie Natori. The N Natori brand will be expanded into the home accessories arena in March, and discussions with retailers at this week’s intimates market will set a launch date for a foundations line, which will retail for less than $50.

“We needed to round out our portfolio and reach out to a wider audience with a collection that has a look of luxury and the Natori aesthetic, but at a more accessible price,” Natori said. “It makes good business sense because the mind-set of many consumers today is different. We are focusing on key items, prices, silhouettes, colors and fabrics.”

“It also will allow the Natori name to expand into more doors of existing accounts,” said the designer, noting the N Natori label is aimed at B doors for greater exposure.

The brand will retail from $48 for a knit chemise to $120 for embroidered long kimonos, with the core price range averaging between $68 and $88. Styles include long and short caftans, pajama sets, chemises, robes and long slip gowns. Fabrics include polyester blends with rayon and spandex and charmeuse. Solid, bright colors underscore the collection with Asian-inspired signature prints, lace trims and embroideries.

A first-year wholesale sales projection for N Natori sleepwear was not available, but the collection could generate $5 million, according to industry estimates. In other areas, Natori said the company will mail several thousand color look books of Natori undergarments for the first time that retailers can use as marketing and merchandising tools to increase sales. Natori foundations are produced under license by Dana-Co.

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