HSN and Naked Brand Group have partnered for an exclusive line of loungewear and intimates.
The line will become available on HSN on Jan. 26. The collection under the name “Comfortably You” initially will feature eight sleepwear and casualwear styles that include a robe set, nightgown and T-shirt, as well as separates that include a bralette, yoga pants and jacket. All styles in solid colors and prints will be in sizes ranging from XS to 3XL, with a starting price of $29 up to $59, excluding special sets.
Carole Hochman and her team at Comfortably You LLC designed the collection. Hochman is the company’s chief executive officer and the firm is a wholly owned subsidiary of Naked Brand Group Inc.
Vanessa Dusold, senior vice president of merchandising, apparel and accessories at HSN, said, “The lounge category for HSN continues to be a strong focus for us. The customer comes to HSN for casualwear, and partnering with Carole extends that into the bedroom as well. The design and aesthetic allows for wearing around the house, and to sleep.”
Dusold said “Hochman understands what the customer wants” in loungewear, which has been a “white space us at HSN. The customer can’t get enough of it. It’s pajamas with more of a lounge feel to it.”
The target demographic at HSN for the line is ages 35 to 45 and up, with Dusold noting that the line is less about age and more about “state of mind,” with the customer wanting lounge apparel that is “comfortable and stylish.”
Hochman said the collection features a proprietary fabric called “Caressa” that is soft to the touch, “absorbent and cooling” and easy care. The fabric is a blend of polyester and rayon, although some styles include spandex. Fabrication and styling will vary by season, with lighter-weight fabrics better suite for caftans in the summer, and heavier, but cozier, fabrications for cooler weather.
Dusold said the plan is to have at least three shows for the line, which will show in time for Valentine’s Day and Mother’s Day. That could ramp up as HSN plans out its fall lineup.
For Hochman, she said the line and the shows were a “way to really meet the customer one on one. It’s about reaching a majority of the people and to be able to talk to the whole world on a television set.”