Brand expansion Cottons On to potential sales

Casualwear label Cotton On hopes its retail spin off will stimulate a fresh body of consumer interest.
The new label - dubbed Cotton on Body and targeting women aged 16 to 29 with colourful lingerie, sleepwear, loungewear and accessories - is currently unleashing an aggressive retail roll out that has seen one outlet in Melbourne, two in Sydney and two in WA already launched. A total of 20 stores across Melbourne, Sydney and Queensland are expected to open by the end of May, with plans to take the concept national by year end.
According to Cotton On general manager Peter Johnson the launch of the Body was designed to leverage and complement the success and brand penetration of Cotton On while focusing solely on young women.
"Cotton On Body's retail outlets will reflect a cool, aspirational instore environment, underpinning a fashion forward range of underwear, sleepwear and chill out wear at the best prices in town," Johnson said.
With prices ranging between $19.95 for basic bras and $39.95 for long sleeve tops, the range includes two bra styles, G-Strings, bikini and boy leg panties, mesh undies, camis, boots, singlets, tees, pyjama sets, pyjama pants, boxers and track pants.
Key features for the lingerie range will be vibrant colours, bold stripes, feminine pastels and hints of lace while sleepwear is designed for layering, comprising singlets, tees, boxers and pyjama separates. The loungewear range includes a 'Juicy maria' track pant in soft velour, cashmere feel 'Cameron' wrap and a range of beanies and scarves. The Cotton On Body accessories range includes home boots and quilted make up bags.

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