Hanro is entering the ath-leisure category.
The innerwear brand is launching Yoga, a new women’s ath-leisure line for light sports including Pilates and yoga.
Made from micro modal with stretch, it features a basic capsule comprising a sporty tank top with a racer-back, a short-sleeve shirt without side seams, a long-sleeve shirt, long yoga pants and cropped pants with wide cuffs. The collection also offers a fashion capsule, which includes a pullover sweater, a bolero cardigan, lounge pants and a ribbed tank top. The group will retail from $66 for a tank to $210 for the bolero.
“We know that our customers practice yoga and we want to give them a product that matches the quality and comfort they are used to from our loungewear,” said Jan Snodgrass, president of Hanro U.S.
According to Snodgrass, over the past five years, loungewear has become a growth category for Hanro, and retailers have picked up on the new Yoga concept. Snodgrass said the collection will be displayed near Hanro’s existing line as a second placement.
“It was something that needed very little explaining,” Snodgrass said. “In terms of values, yoga and Hanro have many things in common including purity, simplicity and sustainability. It made sense.”
For fall, Hanro will introduce a new men’s line made from Sea Island cotton, a fine cotton that’s cultivated exclusively within the British West Indies Caribbean islands. The collection includes boxers, briefs, boxer briefs, a tank top, a short sleeve T-shirt and a long-sleeve pajama set. The collection will be priced from $98 for briefs to $475 for the pajama set.
Snodgrass noted, $178 “is much more than what people think you should spend on a T-shirt, but there’s a real market out there and people want the best cotton that’s available.” He added that men’s makes up 20 percent of Hanro’s U.S. business.
Snodgrass told WWD that Hanro’s U.S. sales have averaged double-digit increases over the past five years and now account for more than a third of the company’s global business.
The brand, which is carried in the U.S. at 150 specialty and department stores including Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman and Bloomingdale’s, has one American store in the Meatpacking District in New York, but Snodgrass is scouting additional store locations in San Francisco, Miami and Los Angeles. It will open its first branded shop in the U.S. within Bloomingdale’s new Hawaii store at the Ala Moana Center in Honolulu, which is set to open this November.