The brand announced that it would introduce a sleepwear collection under a license deal with the Carole Hochman Design Group earlier this year in July.
“There is a clear demand from our customers for sleepwear,” said Mary Beech, executive vice president and chief marketing officer of Kate Spade & Co. “Our girl desires sleepwear that’s just as charming and feminine as what she chooses to wear to work or a night out.”
The line includes sleepwear and loungewear separates along with a bridal offering. The assortment is made up of chemises, sleep shirts, classic pajama separates, robes and caftans. Pieces are decorated with Kate Spade’s signature bow details and playful messages such as “Eat Cake for Breakfast.” Prints include polka dots and stripes along with floral and swan patterns.
Retail price points for short and long pajamas and separates are $48 to $98, chemises and gowns are $58 to $98, and robes are $68 to $118. The collection will be delivered in March to department stores and specialty stores.
Seth Morris, president of the Carole Hochman Design Group, which is owned by Komar, said the collection is filling a white space in the market and within the company’s portfolio of licensing partners, which include Betsey Johnson, Tommy Bahama and Oscar de la Renta.
As of late, sleepwear has been a hot category for contemporary brands. Timo Weiland along with Paul & Joe both recently announced new sleepwear collections.
“They need wardrobe-building options,” said Morris. “If a lifestyle collection resonates with her during the day, why not allow her to wear those same favorite brands in her off hours?”
Kate Spade has also partnered with Beyond Yoga on an ath-leisure collection that will be available in January. Other categories in the pipeline include a children’s collection and a line of kitchen accessories under the All in Good Taste label.