Home Course Lunya Is Expanding With a New CEO and Stores – WWD

Lunya Is Expanding With a New CEO and Stores – WWD

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Lunya Is Expanding With a New CEO and Stores – WWD

Lunya, the posh sleepwear model based 10 years in the past, isn’t resting in terms of growth plans.

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The rising firm has named Blair Lawson as its new chief government officer, taking up for Lunya founder Ashley Merrill, who will stay in an advisory position.

Lawson, who turned CEO in mid-Could, has been busy. The model, primarily based in Santa Monica, California, is increasing its retail footprint from 4 to eight boutiques this yr and is hanging up partnerships with main department shops together with Neiman Marcus and Bloomingdale’s.

The Lunya founder mentioned she spent two years in search of somebody to take excessive government job. She was impressed with Lawson’s greater than 10 years of working at LVMH in addition to her jobs as chief merchandising officer at Beautycounter and Goop. “It is like handing your child over,” Merrill mentioned. “I didn’t take it lightly.”

The brand new CEO mentioned she sees loads of potential. “There is a ton of opportunity that I think was elevated by COVID,” Lawson mentioned. “Proper now, our enterprise is sort of all direct-to-consumer, and I really feel there’s loads of growth prospects in retail, wholesale and partnerships.“

In the beginning of 2022, the corporate had solely 4 retail areas in Los Angeles, New York, Atlanta and Houston. It has added two extra shops this yr in San Francisco and Boston with two extra on the way in which in Chicago and Dallas.

It’s already offered at Nordstrom and Revolve and at choose boutiques reminiscent of Neighborhood Items. Later within the third quarter, it’s launching merchandise at Neiman Marcus after which at Saks Fifth Avenue. By the spring of subsequent yr, it’s going to even be on the cabinets at Bloomingdale’s.

 

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Lunya’s silk units are a bestseller. Courtesy: Lunya

The corporate’s revenues have doubled since 2019, Merrill mentioned, who declined to present particular numbers. That was helped when the sleepwear innovator launched a mate in 2019 for the ladies’s line, Lunya, with a males’s model referred to as Lahgo. Like the ladies’s line, it consists of sleepwear and loungewear product of comfy, high-grade materials. Finest sellers embrace a washable quick silk set for $238, a Restore jogger for $148 and a cotton/silk long-sleeved Henley for $98.

Nearly all of Lunya’s merchandise is what the corporate calls “elevated rest wear,” which is useful for sleep and at-home use. Lunya’s bestselling product for girls is a washable silk set made up of a tank high and pull-on shorts, which retails for $188.

One other common merchandise is an natural pima cotton gown with some revolutionary particulars, reminiscent of an connected belt, sleeves slender sufficient to allow them to be pushed up so that you don’t get them moist when washing your face or working within the kitchen, and a neckline that’s remodeled from a v-neck to a lined neck to modestly obtain packages on the entrance door. It sells for $250.

Lunya can be working with revolutionary materials. It’s introducing a pima cotton line, referred to as Cooldown Pima, that works to chill your physique whereas sleeping. “We think of ourselves as problem solvers to get better rest,” Merrill mentioned. “Temperature seems to be one of the challenges to get a good night’s rest.”

Within the fall, Lunya can be introducing washable silk sweatpants, referred to as Silksweats, and the corporate is testing washable silk bedding. “Homeware products are definitely on the road map,” Lawson mentioned.

Merrill began Lunya with an concept that grew right into a enterprise. She was bored with sporting her husband’s outdated T-shirts as sleepwear. It wasn’t till after she enrolled in enterprise faculty on the College of California Los Angeles that she put her idea into movement.

Now the corporate is stepping as much as the following degree. “I really believe different stages of the company require different things. I was looking for a great CEO for a long time,” Merrill mentioned. “Now the company gets both of us. Together we can really do a great job.”


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