Department store David Jones has moved to monetise a “large gap in the Australian market”.
The company has today confirmed a line-up of six new sleepwear brands that it has secured on a department store exclusive basis.
David Jones said the new brands – PJ Salvage, Kitten, Deshabille, Papinelle, Sleep 'N' Around and Kachel – represent “some of the best fun and flirty sleepwear both nationally and internationally and a mix of new and renowned collections”.
The latest additions to the David Jones fold aim to cater to the rapidly growing customer demand for fun, fashionable sleepwear that doubles as casual loungewear.
Commenting on the coup, David Jones general manager womenswear Sophie Clark said that until now, there has been limited choice in Australia for stylish sleepwear that can take customers from the bedroom to the café.
She added that the new sleepwear offering at David Jones will address this issue by providing customers with a wider range of choice.
“We have for some time recognised that there is a large gap in the Australian market for chic loungewear that can be worn beyond the bedroom. We have scoured both the local and international markets and hand-picked five of the best sleepwear brands that cater to the demand for fun and flirty sleepwear that doubles up as loungewear.
“We believe these new brands will enable us to capture and capitalise on the growth being experienced in the youth fashion and designer sleepwear market.”