CULVER CITY, Calif.--Lanz of Salzburg has licensed Leading Lady Inc. to produce a line of maternity sleepwear under the Lanz of Salzburg Maternity label.
The gowns are designed for ease and comfort during and after a woman's pregnancy. They feature a concealed center slit that allows for easy access for breast feeding.
The line will feature four styles: a short gown with a Peter Pan collar; a collarless sleepshirt; an open-neck full-length gown, and a knee-length granny gown. They will come in cotton flannel for fall and cotton batiste for spring.
Christopher Scharff, director of marketing at Lanz, said, "We tested the idea for several weeks before signing the license in September. We definitely saw there was a niche for a good nursing gown. So far, we have $500,000 in bookings."
Wholesale prices start at $18 for the sleepshirt in either the flannel or batiste and go to $24 for the full-length gown. Styles come in solids and prints.
Distribution is aimed at maternity specialty shops and department stores.
The line will be manufactured, sold and marketed by Over the Rainbow, a manufacturing division of Leading Lady, Beachwood, Ohio. The Simone Co., also part of Leading Lady, is a manufacturer of branded and private label foundations, daywear, panties and sleepwear.

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