(Filed Under wholesale Sleepwear News). New Southern California-based sleepwear brand Tokyo Rose will make its in-store debut this December. According to Doron Chanin, president of the company, Fred Segal, Planet Blue, and several LA-based boutiques have picked up the line, which he described as “funky, fresh and print-driven.” The company is gearing it toward the bridge-to-better department and specialty store markets. Chanin commented: “The styling and quality appeals to high-end stores, but [with wholesale prices running from $8.50 to $32] it is affordable for moderate stores as well.” Sizes range from XS through XL.
Included in the line are PJ sets; chemises; camis; boxer shorts; and tank tops; as well as some pieces that cross into the lounge category, like zip-up hoodies, fleeces and thermals. Chanin described the line as having “really great fabrications” including lightweight cotton, cotton modal and cotton Lycra, all designed for maximum comfort.
The company is targeting the 20 to 40-year-old women’s market. “[Our customer] is the soccer-type mom who wants to wear fashionable sleepwear around the house that is appropriate around children. All of the styles have a contemporary very fit.”
But despite its emphasis on comfort, Tokyo Rose is not your typical sleepwear brand, he said. “The creativity in our prints sets us apart, as well as our use of fabrications. All of our prints are original and done by local artists, so you cannot find them anywhere else, and we make sure all of the garments are extremely soft. We are not your typical conservative [missy] sleepwear brand, but we are not for the junior market either. We are very bright, fun and flirty.”
In addition to prints—with names like psychedelia, bird paisley and cameo-butterfly, the line also includes brightly colored solid separates for “mixing and matching” with the printed styles.
For further information, e-mail Doron@WhiteLotusApparel.com.
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