Laura Ashley Inc. has signed a licensing agreement with Dreamwear, Inc. to create a collection of contemporary sleepwear.
The collection of pajama sets, chemises, nightshirts, cami sets, robes and sleep gowns will be rendered in signature prints in microfiber and cotton blends. A capsule group will be created in May for spring 2013 as well as a Mother’s Day program. Colors will include lavender, dusty pinks and blues, black and white. A full collection will be designed for fall 2013.
Elliot Franco, president of Dreamwear, said the Dreamwear design team will work directly with many original Laura Ashley prints.
“They have a great archive of prints and our team will be adapting those prints in rich colors for the sleepwear collection,” said Franco.
Distribution is aimed at major department and specialty stores. Suggested retail will average $20 to $50.
Franco noted that the company is also in discussions to design sleepwear for the designer brand which operates several hundred Laura Ashley stores worldwide.
The first-year wholesale sales projection is $2 million, said Franco.
Dreamwear also produces lingerie and shapewear under the licensed Skinnygirl label.