Yawn announces new European stockists

Luxury nightwear brand Yawn has announced new stockists across the UK and an expansion into the European market for the first time.

Yawn will launch into ten independents and department stores next year, including Silks in Glasgow, Sipsey Lingerie in Birmingham and Hoopers in Tunbridge Wells.

Further afield, Yawn will be stocked in Stoff Kontor in Germany, and Cocon Dessous and BIG in Switzerland.

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Founded in September 2014 by Alice Whiteley and design and branding studio BuroCreative, Yawn first launched on loveyawn.com and in six stockists, including Fenwick Bond Street and Fortnum & Masons.

Yawn said its wholesale strategy for the coming year is to work in a “highly selective” way with retailers that it feels are most attractive to the Yawn customer – a 30+ sophisticated, hard working woman.

For 2015, Yawn has taken design inspiration from British Summer Holidays. The new range is based around unique hand-drawn prints.

“We’ve worked hard at attracting businesses to work with, so I’m really delighted and humbled to have such a fantastic collection of stockists. Finding the right stockists will be vital to our growth and I’m delighted to be expanding the brand presence within the UK and Europe. This year will mark a key milestone in the development of the brand,” said Whiteley.

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