Exclusive: Former Primark buyer launches sleepwear

The Sleepwear Company, a new firm offering a set of bespoke services to nightwear retailers, has launched in the UK.

The company, founded by nightwear specialists Sophie Saxon and Diane Hutchinson, manages the design, production and supply of sleepwear based on a retailer’s individual needs.

Saxon, previously a senior buyer for Primark, and Hutchinson, the former managing director of nightwear brand Jersey Jo, also advise on trends and product strategy.

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Alongside the new launch, the pair have introduced their own nightwear label, Lazy Days, which will exhibit at Indx in March.

“Lazy Days is a fresh, quirky and inspirational sleepwear label designed so women will want to wear it both night and day; their own piece of casual affordable luxury,” said Hutchinson.

For AW15, the brand brings together calm, cool, earthy and spirited moods across its six styles.

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