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Loungewear added for autumn at Ted Baker

Lifestyle brand and retailer Ted Baker will launch a women’s loungewear range for autumn 10.

The 20-piece collection will have a casual focus with camisole vests, harem pants, leggings, ponchos and dressing robes in a palette of rhubarb, lilac, soft grey and black. Fabrics include viscose and cotton mixes, brushed cotton and lambswool.

Ted Baker decided to launch the collection following feedback from its department store stockists, including Debenhams and John Lewis, which have seen their loungewear businesses grow.

“The market is showing a real shift away from classic nightwear and a move towards comfort, easy wear,” said Craig Smith, brand communications director at Ted Baker. “We launched our swimwear collection in spring 10 and the loungewear felt like a natural extension,” he continued.

According to retail research firm Kantar Worldpanel, the loungewear market has flourished during the recession.

Kantar Worldpanel client manager Elaine Giles said: “Some 52% of consumers have cut back on dinner dates to save money, but according to [our research] people are increasingly spending their money on clothing to wear in the privacy of their own home.”

Ted Baker terminated its lingerie licensing agreement with lingerie group Intimas in 2009 and debuted a line for Debenhams called Miss B in spring 10. Smith said: “The Debenhams lingerie line is separate to our loungewear offer and we were careful not to cross over. However, Debenhams will not be stocking the loungewear.”

The loungewear collection steers away from classic nightwear pieces such as satin pyjamas. Retail prices will range from £25 to £85.

The range targets Ted Baker’s core demographic of 25 to 30-year-olds, but the brand is hoping to attract the 18 to 25-year-old market with lower-priced pieces such as leggings and camisoles.

For more information call 020 7756 8011.

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