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Dearfoam Enters Sleepwear

(Filed Under wholesale Sleepwear News). Dearfoams wearers will now have some pajamas to go with their slippers. Through an exclusive licensing agreement, R.G. Barry Corporation, owner of the well-known slippers brand, has given Olivet International the rights to develop and market sleepwear, activewear and accessories bearing the Dearfoams, DF by Dearfoams, Utopia by Dearfoams and DF Sport label in North and South America.

Under the agreement, Olivet—a luggage, handbag and apparel producer that already holds the licenses for Dockers; Tommy Hilfiger; Jessica Simpson; and others—will introduce sleepwear, loungewear, robes and cold weather apparel for men, women and girls for fall 2011, followed by additional apparel and accessories extensions for fall 2012.

Nancy Coon, president of Dearfoams, sees the timing of the brand’s expansion as just right. “We believe that the timing of this agreement fits perfectly with the multi-million dollar, multi-year Dearfoams advertising and marketing campaign launched in February and our planned expansion of Dearfoams slippers into international markets,” she said.

“Dearfoams is the most recognized slipper brand in the world and its broad appeal as a lifestyle brand is an ideal platform to launch branded accessories and apparel,” Lisa Leigh, senior vice president of Olivet International, added.

Dearfoams, launched in 1947, is sold at Target, Sears and, among others. DF men’s and women’s slippers are sold primarily at Wal-Mart stores.

R.G. Barry produces accessory footwear, a category that primarily consists of slippers, but also encompasses sandals, hybrid and active fashion footwear, slipper socks and hosiery. The company estimated that it controls about 35 percent of the United States’ slipper business.

more wholesale Sleepwear News >>

Published 10-18-2010 by Amanda Torres Price

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Dearfoam Enters Sleepwear

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