David Jones nabs sleepwear label deal

Homebodii-David-JonesAfter a successful few years breaking the US market, Australian brand Homebodii has landed a deal with department store giant DJ’s ahead of Mother’s Day.

The bridal robes and loungewear brand has gained traction in the US market, being stocked in major retailers including Anthropologie, Revolve Clothing, White Runway and the Iconic, of which the brand often sits on the best-seller list.

Speaking to Inside Retail, Homebodii’s founder, Ingrid Bonnor said the brand’s growth showed that ‘product is still king’ and that it’s not all woe in retail at the moment.

“Customers are intelligent and savvy when it comes to what they spend their hard earned money on,” she said. “They want quality but also to pay a realistic price for the goods.”

Where as some products in the market might be stale, Bonnor said the Gold Coast based label prided itself on innovative styles and having an offering that is boutique and unique.

“People are now searching for an intimacy between themselves and the brands they support,” she said.

“It’s a two fold effect we try to create beautiful, elegant yet modern sleepwear which offers our customers a traditional “product” with a feminine and modern twist.”

Describing the partnership with David Jones as a “ true pinch-me moment” and not something she envisaged when launching the brand in 2011, Bonnor is looking forward to exposing the label in a bricks and mortar environment, to “a whole new gamut of cutsomers who like the traditional sense of retail, touch, feel and trying on in store.”

“We will funnel customers such as these over to David Jones so that they can experience the brand in store without the fear that sometimes goes into purchasing a product online,” she said.

“The brand is experiencing strong growth and with a partnership such as David Jones we will be strengthening our position as an Australian sleepwear brand.”

In September last year, Bonnor and her team travelled to the US for New York Fashion Week where the Spring/Summer 2017 collection was launched. Earlier this month Homebodii launched its new boho range at Coachella. Featuring at the REVOLVE VIP party, the team was spotted mixing it with the likes of Alessandra Ambrosio, Kendall Jenner, Kylie Baldwin and more.

The DJ’s partnership is an exclusive collaboration, timed for the release of Mother’s Day this weekend.

“Homebodii’s collection is designed to make women feel beautiful and this range is no exception. We are thrilled to be bringing making our sleepwear, loungewear and bridal wear available to more women in Australia,” says Bonnor.

Commenting on the synergies between the Aussie and US market, Bonnor said there is a lot of cross over.

“What sells well in our Australian store also has a strong sell through rate in the US,” she said.

“While the seasons are reversed and the climates vary, sleepwear becomes a staple because it is worn inside in the comfort and the privacy of your own home.”

Looking ahead, Bonnor said the brand will release two new collections this year including a ‘curve’ range featuring plus size model Margaret Macpherson, in addition to a maternity range.

“We are also looking to open a retail space more based on experience than purely product pushing. At Homebodii, we are about empowering women to feel feminine, live beautiful and confidently.”



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