Jezebel Launches Sleepwear

Bra brand Jezebel expands into sleepwear sector.

The 48-year-old Jezebel bra brand will LAUNCH its first collection of sleepwear for spring.

This story first appeared in the September 29, 2008 issue of WWD.  Subscribe Today.

The line features nine groups that focus on “fun, flirty and sexy” items that represent the Jezebel customer, said Robert Zarabi, president and chief executive officer of Chatsworth, Calif.-based parent Felina Lingerie.

“The Jezebel customer is in the 18-to-40 age range, with 25 being the average age,” said Zarabi. “It’s a very boudoir and provocative-looking product, but not trashy.”

Wholesale sales for the sleepwear in the first full year are projected at $3.4 million based on first-quarter booking, said Zarabi, noting he anticipates the line will generate annual volume of $5 million to $6 million the following year. Distribution, which is initially aimed at 260 department and specialty store doors, including Macy’s and Dillard’s Inc., is expected to total 450 doors that also sell Jezebel bras by mid-2009, he said.

Zarabi said the price range is “competitive” during an economic downturn and will range from $49 to $55.

John Adams, vice president of sales for the Jezebel, Felina and Paramour brands, said the concept of sleepwear was “tested with select styles a year and a half ago in foundations areas at stores. It did very well in top doors. It all crosses over to the Jezebel bra customer.”

However, the sleepwear collection will be merchandised in sleepwear departments beginning Jan. 25.

Silhouettes include baby dolls, chemises and camis, with built-in underwire bras and soft-cup bras, coordinating undies and detachable garters. Anchored primarily in allover stretch mesh and printed mesh, special treatments include eyelash lace, microfiber insets, embroideries and ruffles. There also are offerings of polyester charmeuse and printed microfiber.