SLEEPWEAR, ROBE LINE TO BOW WITH CRABTREE & EVELYN LABEL
Byline: Karyn Monget
NEW YORK — NAP Inc. will introduce a licensed line of sleepwear and robes under the Crabtree & Evelyn label at this week’s innerwear market.
Distribution is aimed at department and specialty stores, the Crabtree & Evelyn catalog and 180-door bath and toiletry shops in the U.S.
Executives at NAP and Crabtree & Evelyn declined to give first-year wholesale sales estimates, but sources said volume should hit $5 million to $7 million.
For fall, three signature Crabtree & Evelyn floral prints will be featured in three deliveries: a blue and white freesia print to be shipped in July, a cranberry and vanilla harvest print for August delivery and a pink and white damask rose print for September shipment.
The same floral prints are featured on packaged Crabtree & Evelyn toiletries, which are merchandised with the sleepwear in a concept shop at the NAP showroom here at 171 Madison Ave.
Ellen Lewis, division manager of Crabtree & Evelyn and merchandise manager of private label for Victoria’s Secret stores at NAP, said such “incentives” as gifts-with-purchase would be offered to retailers who buy the toiletries with the sleepwear.
Each style — long pajama sets, sleep shirts and long sleep gowns — will feature a perfumed sachet attached to a button or the interior of the garment, she said. Other prints include a blueberry yarn-dyed plaid and a multicolor plaid, and a yarn-dyed blue and white ticking stripe. Fabrics are cotton flannels and knits. There’s also a plush, basic cotton terry robe, and a long, cotton terry robe that features a frosted pattern of potted crab apple trees in periwinkle, light green and rose on an ivory ground.
Special treatments include collars of white Venice lace, Crabtree and Evelyn logos and logo buttons that have the look of mother-of-pearl.
Kim Mack, vice president of product management at the Woodstock, Conn.-based Crabtree & Evelyn, noted, “Our customer is very well educated, and is a woman who understands quality and good design.”
“Our target customer is the Eileen West customer,” said Lewis. “We wanted to position the collection, though, at price points that are a little lower than the Eileen West price range.”
Wholesale prices for flannel sleepwear and robes are between $22 and $26.75; knits will wholesale from $16 to $26, she said.
Lewis noted that the concept of merchandising the sleepwear and toiletries has received good reaction from one area in particular: specialty home furnishings operations.
“We’re getting lots of calls from home furnishings stores who think the idea is very salable,” said Lewis.