Blue Illusion breaks into new category

Blue Illusion has added sleepwear to its product offering introducing an exclusive range of pyjamas.

The range features a collaboration with Parisian artist Natalie Lété featuring a signature owl print.

A strong focus on premium fabrications has been adopted by the business, with pyjamas made from a soft bamboo elastene blend.

Blue Illusion's sleepwear range has been introduced in-store and online at $199.99.

The company's ecommerce and digital marketing manager Martina Ellis also revealed insights into the success of Blue Illusion's recently launched mobile app.

"The Blue Illusion app was introduced into the market via a soft launch in early February via a staggered approach. We firstly introduced it to our staff who’d be able to educate the customers and their friends directly in store. We then invited the customers to download the app via an email campaign.

"While the uptake has been slow and steady due the nature of the customer and their media consumption behaviours, we’re seeing some positive results in content engagement."

Blue Illusion has put a halt on expanding its store network although Ellis said "we are always considering opportunities as they arise."