Women’s athletic wear brand Athleta is expanding into the sleepwear category as comfort and style continue to remain two vital aspects of purchasing apparel during the pandemic.
“More and more women are focusing on self-care and holistic wellness, and by offering sleepwear we are able to support her full lifestyle—from active performance to rest,” said Mary Beth Laughton, President and CEO of Athleta.
The company’s decision to enter the sleepwear category came from listening sessions with Athleta customers, which allowed the brand to learn more about their sleepwear interests as well as nighttime routines.
Dr. Michael Grandner, Athleta’s resident sleep expert who is board-certified in behavioral sleep medicine, teamed up with Athleta to help develop the new category.
According to the National Sleep Foundation, 67 percent of women between the ages of 18-64 experience sleep problems at least a few nights each week, while 46 percent experience sleep problems every night. This ultimately can have a negative effect on overall health and hinder the ability to perform everyday activities. These are insights that both Dr. Grandner and Athleta took into consideration when developing the new line of sleepwear.
Looking ahead, the brand plans to continue to add new products to its sleepwear category with the launch of face masks this spring. “We know from our masks launch this spring that new category additions can be a great way to introduce more customers to our Athleta brand. We are excited about the possibility of reaching even more women while providing them an opportunity to make recovery a key component of their daily activities,” said Laughton.
Athleta’s move into sleepwear makes sense as consumers continue to find themselves spending more time at home due to COVID-19 lockdowns. Consumers have deemed ultimate comfort as an absolute must when shopping for apparel during the pandemic. Demand for categories such as beauty, self-care and at-home fitness have all risen in popularity during this time.