Splendid is moving into new categories.
The brand, which was acquired by Delta Galil last year, will introduce a sleepwear and active line for fall.
“What makes Splendid different is its soft, premium fabrics and great fit,” said Victoria Vandagriff, president of D2 Brands. “We thought it made sense to expand that into a yoga and sleepwear line.”
The active collection, which is called Splendid Studio, includes high-waisted leggings, culottes, sports bras and knit tops that easily transition from the yoga studio to the street. The collection also features engineered stripes, a signature of the brand, and works with cotton jersey and Hatchi fabrics. There’s an emphasis on convertible pieces that serve two functions. It will launch at Dillard’s, Revolve and Anthropologie for fall. The sleepwear line will be sold at Bloomingdale’s, Lord & Taylor, Hudson Bay and Anthropologie. Both collections retail from $48 to $120.
Lounge has been a major focus for Delta Galil in general. The Tommy Hilfiger loungewear line launched in Urban Outfitters but will expand to retailers including PacSun and Nordstrom for July. For Original Penguin, there has been a focus on lounge and a shift from basics to bolder items. Customers are responding to fun, witty prints and novelty onesies that shoppers are buying as gifts.
On the active side, Columbia’s men’s and women’s pieces, which are designed for outdoor activities, have been picked up by Dicks Sporting Goods, Amazon and Zappos.
According to Paul Cronin, the vice president and general merchandising manager for D2, for Lacoste, customers are drawn to color and the brand will launch pique cotton underwear in 11 colors at Lacoste boutiques before selling the line in Bloomingdale’s and Macy’s. They will also build on the Lacoste Sport brand with quick dry technology and light compression qualities.
For the missy customer, Karen Neuburger is offering reversible jackets, robes and tunics. Kathryn Thomas, the national sales manager at Karen Neuburger, said sleep and lounge buyers are making a concentrated effort to differentiate assortments and offer something unique, which is spurring innovation within the categories.
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