F1 generates huge business for new nightwear brand Rayville

Rayville’s stand at Moda Lingerie and Swimwear.

Emerging nightwear brand Rayville has propelled its European presence after partnering with intimate apparel distributor F1 Generation.

The Swedish brand, founded by Klas Rosenblad, the former head of marketing of SAS Airlines, has picked up 100 new stockists after teaming up with F1 Generation just six weeks ago.

Rayville now counts Galeries Lafayette, Zalando and Breuninger as its key accounts since being introduced to European buyers at Salon International de la Lingerie in January.

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It is currently exhibiting at Moda Lingerie & Swimwear at NEC Birmingham.

Rosenblad founded the brand in 2015 after taking a road trip from New York to San Francisco.

“On his way he stopped in motels and one day he ended up in a hotel that rented out pyjamas. He borrowed a pair and they were so comfortable that he didn’t want to take them off,” explains F1 Generation CEO Andreas Hüttenhölscher.

“On returning to Sweden, he analysed the market and found out that there is a lot of sleepwear out there, but nothing really for young people in good quality and at affordable prices, so he started developing Rayville.”

In his first year, Rosenblad opened 169 points of sale in Scandinavia.