Expanding its offerings, Athleta debuts in the realm of sleepwear

Gap-owned Athleta has taken its athleisure focus a step further with the launch of its first sleepwear collection, aimed at providing comfort for recovery. The collection, consisting of 14 pieces, was introduced on Tuesday and is positioned as a natural extension of the lifestyle brand that Athleta has built around empowering women through activity.

According to a company press release, Athleta is uniquely positioned to bring sleepwear to market. The collection was inspired by listening sessions with Athleta customers and the company's resident sleep expert. Mary Beth Laughton, president and CEO of Athleta, stated that the sleepwear launch supports women's full lifestyle, from active performance to rest.

The sleepwear collection from Athleta is focused on providing comfort for recovery. Athleta believes that introducing new category additions, like the sleepwear collection, can help attract more customers to the brand. The company continues to ignite a community of active, healthy, and confident women by supporting them throughout their entire day.

The pandemic has seen an increase in demand for comfort-related products such as bedding and loungewear. Many brands in textiles and home goods have expanded offerings in these areas globally. While specific information about companies investing in bedding and comfort clothing sectors with notable success during the pandemic is not directly available, it is clear that the trend towards comfort clothing is here to stay.

During the holiday season, categories like sweatshirts, sweatpants, active bottoms, sleepwear, and socks are expected to see a 31% share of total U.S. apparel spend, up from 26% the previous year. This trend is reflected in the moves of other retailers, with Kohl's and J.C. Penney launching athleisure and comfort private labels in the fall.

Athleta plans to add new styles to the sleepwear collection seasonally. The company has not yet released pricing details or information about the collection's availability in stores or online. However, with the growing demand for comfort clothing and Athleta's commitment to providing high-quality, empowering products, the sleepwear collection is sure to be a hit among Athleta's customer base.

Other brands have also ventured into the comfort clothing space. Allbirds launched into the apparel space with a comfort basics collection, while Puma partnered with Maybelline on an athleisure-focused makeup collection. In 2019, Lululemon introduced a self-care line, and in June 2020, the company acquired home fitness platform Mirror, beginning to sell it in stores.

As the world continues to adapt to the changing landscape of retail, it is clear that comfort and wellness are at the forefront of consumer priorities. With the launch of its sleepwear collection, Athleta is meeting this demand head-on, providing customers with high-quality, comfortable sleepwear that supports their active lifestyles.