(Filed Under wholesale Sleepwear News). Dreamwear, Inc. has signed a license to create a Laura Ashley “contemporary sleepwear collection” that will include “pajama sets, separates and gowns inspired by the beautiful and colorful prints” according to the licensee. Previously the sleepwear license had been held by Russell-Newman.
“We are very excited to enter into a partnership with a brand that has such a rich and deep heritage,” wrote Elliot Franco, president of Dreamwear, in an e-mail statement. “We consider this to be an excellent business opportunity for our company to develop a collection of contemporary sleepwear for the modern woman.” According to the company, a preview of the sleep collection “is planned for May 2013. The full collection will launch in the fall 2013 with retail prices ranging from $20-$50.”
Laura Ashley president Penne Cairoli wrote in the same release, that her company “thrives on making our lives and homes more beautiful, and this new sleepwear line will fit perfectly. We are constantly evolving, and Dreamwear is an excellent choice to add a new twist on traditional styles.”
Records indicate that Russell-Newman held the Laura Ashley sleepwear license from at least as early as 2003 and it was reported in 2011 that sleepwear produced by Russell-Newman was then sold at “TJ Maxx, Marshalls and specialty stores.”
Dreamwear lists its current brands as Delta Burke intimates, Marilyn Monroe intimates, Body Form fine lingerie, Skinnygirl, Plume, Xoxo, Playboy intimates and others.
According to Laura Ashley there are “more than 39 licensed product lines in North and South America, ranging from women’s fashion accessories and children’s apparel and a variety of home furnishings and accessories including bedlinen, lighting, ready-made curtains, and custom blinds and shades.” On its web site it lists “in store” locations for its women’s apparel collections as Bon-Ton, Boston Store, Bergner’s, Carson Pirie Scott, Elder-Beerman, Herberger’s and Younkers. We found the bedding collection at Kohl’s as well as girls sleepwear in the web stores at Von Maur and Sears.
In early 2011 Laura Ashley announced that it had signed a licensing agreement with Just One LLC’s Secret Lace division to manufacture, market, sell and distribute women’s intimate apparel in the United States, Mexico and Canada. But Just One is no longer listed on the Laura Ashley list of “Current Licensees” and intimate apparel nor sleepwear is currently listed as available categories on the Laura Ashley U.S. web site.
In 2007, according to the Laura Ashley web site, licensing rights were “granted to FAM Brands to manufacture ladies’ lingerie and girls’ underwear” and FAM continues to be listed on the list of licensees. At that time it noted “FAM Brands is a privately held company based in Commerce California, founded in 1985 by Mr. Frank Zarabi. The company has been manufacturing and selling branded and private label underwear for over 20 years.”
In another related category, DML has held the hosiery license for some years.
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