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New Initiatives for Natori’s Josie Brand

The lingerie, sleepwear and ready-to-wear company is launching its first in-store shop concept is aimed at a younger, more contemporary consumer.

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The Natori co. has a lot on its plate.

For starters, the lingerie, sleepwear and ready-to-wear company is launching its first in-store shop concept for the Josie brand, which is aimed at a younger, more contemporary consumer. The concept environment — which is being unveiled to retailers at the Natori showrooms in Manhattan — is colorful and bohemian-inspired with an array of kitsch items such as a chaise longue, Japanese lanterns, an antique typewriter and folding screen and throw pillows in bright geometric patterns. Wallpaper featuring chinoiserie-looking floral patterns complete the look of the Josie environment.

“Retailers love the idea. What we did was zero in on the Millennials with this concept,” said Josie Natori, founder and chief executive officer of the Natori firm.

“Retailers didn’t expect to walk into a Josie studio apartment….We wanted to show the lifestyle of that [Millennial] girl. This is not about being serious — it’s about being fun,” said Natori.

She further noted that the company is currently developing a home collection for the Josie label with JLA Home. A number of prints being considered for the Josie home collection are featured in the shop concept.

Natori also has her eye on expanding the Josie name in additional retail channels.

“We’ll be opening two pop-up shops in Japan at the end of August — one in Tokyo and a second shop in Osaka. We’re also looking for retail space in downtown [Manhattan] for the first freestanding Josie boutique, probably for fall 2013,” said Natori. The New York store will be “intimate, not too big,” and will reflect the trendy ambience of the in-store shop environment for the Josie collection, which was created by David Leung, vice president of design.

The company’s licenses include a Natori fragrance line with Parlux Fragrances; home accessories, towels and bedding by Natori with JLA Home; Natori Eyewear with Zyloware Eyewear; swimwear bearing the Natori, Josie and N Natori names with Parisa USA, and bras and undies by Natori, Josie, Josie Natori, N Natori and Natori Black Label Collection at Dana-co Apparel Group.

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