(Filed Under wholesale Loungewear News). Launched just last year, sleep and lounge brand Duffield Lane will be exhibiting at its first Curvexpo in August — but has already established itself in several U.S. specialty stores and offered its designs at other trade shows.
“Classic with a preppy twist,” is how founder Jamie Loeks Duffield described the line to BODY. And where does she see the brand fitting into the marketplace. “For our sleepwear I think we would hang with Cosabella, Eberjay, Hanro or Donna Karan. For our resort/ready to wear we usually hang with Lilly Pulitzer, Gretchen Scott or Katherine Way,” she wrote in an email interview response.
The collection displayed on the company’s website in late July featured simple styles such as dresses, tunics (long and short), “shorties,” tanks, tees, slacks, all usually with some piping and all in just a few colors: coral, navy and white. Moving forward the company will offer many additional styles and colors according to Duffield.
“Our wholesale prices range from $12 for our Coral Dottie Tank to $82 for our Made in the USA Stripe Robe,” the designer told BODY. Overall, “Most of our pieces are priced between $30 for the Maud Shorties and $56 for the Theresa Tunic.” On her website the Dottie Tank retails for $28 and the Theresa Tunic Dress retails for $108. Shorter dresses retail for $78, the Kimberly Tunic for $86, the shorties for $59 and slacks for $79. Sizes include XS, S, M, L and XL.
“We are selling to a number of boutiques in multiple states. Some examples are Complements in the Hamptons, Pinky in Greenwich, CT and Leigh’s in our hometown of Grand Rapids, MI,” Duffield wrote. Other stores include BellaHome in CT, Joseffa’s in FL, Buffalo Bob’s, Dune Berry and Muriel’s Intimate Apparel in MI and Dee Jay’s and Expose Boutique in NY.
Although the company retails on its own website, “we have no interest in undercutting any of our partner stores,” said the designer. “Eventually we would love to sell to department stores. We would also like to continue to expand by selling in more boutiques, especially in markets we are currently not in.”
Duffield said her company is not using independent reps, but does have “an in-house sales rep that is focusing on the West Coast. Her name is Katherine O’Neal and she will be showing our line to CA boutiques. She will also be organizing trunk shows and marketing features on the West Coast.”
While Duffield declined to provide sales figures for the firm, she noted “We are building the brand right now and our sales volume has been steadily increasing. We launched our first line in January 2014 and I think that by that time next year we will have at least tripled our current sales volume.”
“We have a number of new collections in the works that are not yet on the website,” the designer explained. “First, we will be offering our “Manhattan Black” luxury collection this fall. It features a number of pieces of lounge and sleepwear in an extra soft Modal blend fabric in black with camel trim. The collection will also include our new Tuxedo Lounge Pants and Leggings that we are really excited about. We will also have an evergreen line for the holidays. For S/S15 we are working on a number of beach dresses in multiple colors with multiple trim options. We also will soon have our Made in the USA stripe line available, that will feature a robe and a dress that are both made in Lansing, MI.”
As the line expands it will stay “true to the Duffield Lane look. We pride ourselves on offering pieces that are classic with a preppy twist. All of our pieces are designed to be flattering comfortable and stylish, you will not be embarrassed to be seen in your pajamas when you are wearing Duffield Lane! In fact most of our pieces can be worn just as easily out of the house as in. We like to say that Duffield Lane can take you from bed to brunch to the beach!”
What sets her collections apart, said the designer, is that “Above all we strive to offer our customers a product that is of the highest quality using the best materials. The fabric, for example, that we use is so soft that your really have to feel it to appreciate it. We have found that a significant portion of the growth of our sales volume has been from repeat customers. Once you try our sleepwear you won’t want to sleep in anything else! I have even had customers tell me that they bought extra pairs of our Sleep Slacks or Shorties because they needed a pair to wear when the first was being washed. They joked that they otherwise would never be able to wash the slacks/shorties as they wear them every evening.”
In addition to the Curvexpo show, “We have also participated in ENK Intermezzo, Stylemax and the Atlanta Apparel Market. We are really excited for a very busy August and September when we will be showing at NYNOW, the SurfExpo and Moda.”
Curve buyers will get a chance to examine much of the line, present and future, at the August show, and enjoy special show pricing. “We will have all of the upcoming collections I mentioned above at the show. We also will be offering free shipping on all orders left at the show and a 10% discount on all orders over $1000 left at the show. We are really thinking long term at this point. We are looking for buyers that will carry Duffield Lane for seasons to come. We offer low minimums for first orders because we want to encourage buyers to try Duffield Lane. We know that once Duffield Lane is in the store the buyers will be re-ordering very soon.”
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