Luxury nightwear brand Yawn announces new UK stockists and European expansion

British label Yawn is taking its brand of luxury loungewear to the European market with retailers in Germany and Switzerland joining its list of UK stockists.

Founded in 2014 by Alice Whitely and design & branding studio BuroCreative, Yawn first launched on and is now stocked in premium British retailers including Fenwick’s on Bond Street and Fortnum & Masons.

The UK, France and Switzerland are key markets for the next year with Yawn expanding into ten new independents and department stores across the UK including Silks in Glasgow, Birmingham’s Sipsey Lingerie, and Hoopers in Tunbridge Wells, while new European stockists include Stoff Kontor in Hamburg, Cocon Dessous in Appenzell, and Zurich’s BIG.

The brand’s wholesale strategy for the next year is to work in a highly selective way with independent retailers and department stores that align with Yawn’s target customer of 30+ sophisticated, hard-working women.

With a philosophy to celebrate moments of relaxation, Yawn aims to offer affordable, luxury products that extend loungewear beyond traditional sleepwear. Inspired by British summer holidays, the 2015 collection features unique hand-drawn prints designed by the London-based design team.

Yawn will be showing at Salon De La Lingerie in January 2016.

Whiteley commented: “We had a wonderful reaction to our first stand in 2015 and are looking forward to being there again in January 2016. In the meantime we encourage distributors, trade shows and retailers to get in contact with us directly if they feel Yawn could work well for them and their customers.”

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