- Kristopher Fraser |
Nautica is working on growing its innerwear category. The company had always produced their innerwear in-house, that was until they signed a licensing agreement with Carole Hochman Design Group, a division of consumer products company Komar, for the distribution of their women's sleepwear. Nautica has also entered another licensing agreement with H. Best, a division of Moret Group.
This spring, the women's collection will be launching at department stores including Macy's, Lord & Taylor, Belk, and the Bay. The assortment will be a fusion of classic and contemporary styles, and will retail at a price point between 36 dollars and 85 dollars.
“We are very pleased to add the highly recognized and successful Nautica brand to our sleepwear portfolio,” Seth Morris, chief executive officer and president of Carole Hochman Design Group, said in a statement. “Nautica has established a meaningful position in the marketplace. The opportunity to take the sleepwear product to the next level, in conjunction with the overall brand repositioning that is in motion, is an exciting prospect for us.”
Inspiration for the men's collection came from nautical elements and New York City. Items to be offered include 100 percent cotton basics, along with cotton stretch items offered in a variety of different colors, and a microfiber collection. Price points for the line range from 18 dollars and 50 cents to 42 dollars.
Nautica has amped up their rebranding efforts this year, shedding their image as an outlet brand and opening more full-priced stores. In July, they held a presentation at NYFW: Men's, which helped to position them as more of a lifestyle brand.