The first collection of loungewear and sleepwear by Choose Sleep by Juicy Couture Intimate Apparel was introduced this month at 150 better department store doors and 260 specialty stores worldwide.
The retail locations include Nordstrom, Saks Fifth Avenue and Neiman Marcus, as well as freestanding Juicy Couture boutiques in the U.S., which will total 60 at the end of this year.
The collection of nighties, robes, pajama bottoms, sleep tops and undies are rendered in whimsical graphic prints and luxe fabrics, including cotton pointelle Modal and soft woven cottons.
"Like everything else we do with Juicy Couture, these are things that we want to own ourselves," said Gela Nash-Taylor, co-founder and creative director of Juicy Couture, which was established in 1996. "We wanted to design a collection of buttery-soft, cozy, amazing things to sleep in and hang out in — totally Juicy."
Co-founder Pamela Skaist-Levy, who also serves as creative director of the young contemporary division at Liz Claiborne Inc., said getting into the innerwear business was a no-brainer.
"This category is a natural extension for the Juicy Couture brand, as it's based on casual luxury true to the brand's identity," said Skaist-Levy. "We would like to add bras to the collection in the future. However, timing is indefi nite."
Neither Nash-Taylor nor Skaist-Levy would give a fi rstyear wholesale sales projection, but the line of sleepwear and lounge separates should generate $15 million to $20 million, according to industry estimates. The line was said to be achieving "double-digit" sell-through during this month's launch.
Asked about their favorite items, the duo singled out cotton poplin pants, feather-light jersey tanks and signature cotton and spandex boyshorts.
The retail price range will start at $14 for panties and go to $125 for robes. Sizes will range from XS to XL.
In addition to creating a multimillion-dollar lifestyle brand, the creative directors are constantly expanding its brand franchise with different product categories.
Originally known for the tracksuit, Juicy Couture also does women's and girls' ready-to-wear, shoes, swimwear, timepieces, handbags, sunglasses, jewelry, optic eyewear, small leather goods and women's fragrances. Juicy offers baby gear and an array of doggie accessories. Juicy Couture for Men made its debut in 2003 and includes denim, rtw, accessories, fragrance and sunglasses.
Its luxury collection, Couture Couture, launched last year and is manufactured with premier Italian fabrics designed exclusively for the brand. The focus of the collection is novel design and fi ne materials, including cashmere, silk and Italian wools.
Internationally, Juicy Couture retail locations can be found in Italy, Japan, Hong Kong, China, Malaysia and Dubai, and it will expand in Asia with 18 to 21 stores by the end of this year, totaling 83 retail locations worldwide.
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