Instead of following in the footsteps of its contemporary counterparts and introducing handbags or footwear, New York-based Timo Weiland is moving into women’s sleepwear.
“It just felt like a natural extension,” said Weiland, creative director and co-owner of the brand. “We’re happy there’s overlap with our sleepwear and ready-to-wear lines and that our customer can pair and merchandise the pieces together.”
Onis Design Group, which also produces Maxim and Anna Sui swimwear, holds the license for the sleepwear collection. Andrew Lane, the vice president of design at Onis, worked with Donna Kang, head designer and co-owner at Timo Weiland, on the assortment, which will be in stores this February. Lane said the line references the palette and prints from the brand’s rtw collection and merges contemporary details with classic pajama silhouettes.
A seersucker button-up pajama shirt has a low neckline while an oversize sleep shirt includes a box pleat in the back and higher than normal slits on the side. Other pieces in the collection, which will retail from $68 to $180, include camisoles and matching tap shorts, knit tops with kimono sleeves and pima cotton sleep shirts.
Kang is hoping the line will introduce the brand to new customers.
“We realize that this is being sold nowhere near our normal venues, so we want it to be appealing to the average shopper,” said Kang, who added that the brand will move into men’s sleepwear next year.
Timo Weiland, which is currently carried at stores such as Intermix, Neiman Marcus and Bloomingdale’s, is in growth mode. The five-year-old brand, which will relaunch its e-commerce site in September, received its first outside investment earlier this year from Project I, a boutique investment firm. Project I, which has a 25 percent stake in the business, will help the brand with sourcing, distribution and global growth.
“It’s challenging to carve out your niche. You have to look around and ask, ‘Are you different?’ and we feel like we are,” said Weiland of the fickle fashion market. “Our partnership with Project I is integral to our growth.”