Komar, the sleep and intimate apparel manufacturer, has launched its first TV commercial.
The brand, which recently relocated its headquarters from Manhattan to Jersey City, has introduced a 30-second TV spot for Cuddl Duds, a sleep and loungewear line that sits under the Komar umbrella.
“We know that people who have experienced Cuddl Duds totally love it, but we feel like there are lot of people in the United States that aren’t familiar with it and we wanted to raise awareness,” said David Komar, chief marketing officer at Komar.
The commercial, which is airing on 23 networks including Bravo, TLC and E through the rest of the year, has a “Go Comfy” tag line and follows a female traveler as she makes her way home for the holidays despite a canceled flight and other obstacles in her journey.
“It’s product centric and emotional,” said Mark Sandler, president of Komar layering. “Our consumer is typically a person who is busy and has a very full life and is on the go. We like ‘Go Comfy’ because it’s almost like a suggestion and that term is always connected to Cuddl Duds.”
The TV commercial coincides with a digital campaign that appears on Refinery29, NBC and Meredith titles. The brand has also worked with 100 influential style and lifestyle authorities.
Komar acquired Cuddl Duds, which has been around for more than 50 years, in 2009 when it was down trending due to the recession. According to Sandler, who worked for Cuddl Duds before it was purchased, Komar has been able to transform it with fabric innovation, modern silhouettes, updated colors and prints and through licensing the brand, which is sold at retailers including Macy’s, Kohl’s, Amazon, J.C. Penney and Bon-Ton. Through a partnership with QVC, Cuddl Duds has begun selling its product in the U.K., Germany, France and Italy. Komar says they are also working with a European distributor outside of the QVC deal.
In addition to women’s apparel, Cuddl Duds produces baby and kids’ wear and has co-branded with Disney on character licenses. Current licenses include cold-weather accessories, slippers, socks and fashion legwear. It just signed a license for Cuddl Duds shoes and boots, which will be available in the fall, and they have an exclusive license with Kohl’s on comforters and sheets. Sandler says the firm is interested in licensing out the brand for sweaters and outerwear.
Earlier this year, Komar acquired Star Garment Group, a manufacturing company in Sri Lanka that’s been running for 40 years and operates seven manufacturing facilities, which produce mostly sportswear. They are converting a 90,000-square-foot factory into an Innovation Center, which is set to open next year, the same year the country will regain its European Union duty-free import status. This center will include a resource library and sample room, along with areas for pattern making and design.