The partnership between Reese Witherspoon’s Draper James and Lands’ End expands with sleepwear, loungewear, home goods and pet wear.
“And this collection is actually quite timely, even though people are starting to emerge [from quarantine] and are vaccinated,” she continued. “The pandemic really showed us how important it is to create this beautiful home space for yourself and make your home a sanctuary.” with consumers making more in-person appearances these days, the hybrid lifestyle is here to stay. You want to relax there. It’s your heart space,” she said.
“For us, at Lands’ End, sleepwear was always such a strong category for us,” she said. “And also, the weather is changing; people are cozying up for the holidays, going indoors for the fall. We thought sleep and home was a perfect and natural evolution.” The latest Draper James x Lands’ End collection includes matching sleepwear for the whole family, in addition to home goods and pet wear.The partnership also helps Draper James, which Witherspoon founded in 2015, scale, while attracting a younger demographic to the iconic Lands’ End brand, which tends to resonate with an older crowd.
“And what we’ve been seeing, which makes us super optimistic, is that there continues to be this really great appetite in bothstreams and environments,” Sukey said. “The Draper James girl is loving what we’re doing with Lands’ End. And then the Lands’ End girl is loving what we’re doing with Draper James.”
Tsai added that, although the collection is limited-edition, both companies will use the sleepwear and home goods launch as a trial run for future expansions in the same categories. Courtesy Photollection, which launches today, will be available at draperjames.com and landsend.com, as
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