Bedhead Pajamas Expands Retail Boutique
Renee Claire’s Bedhead pajama store at 3305 Motor Ave. in Los Angeles started out as an “afterthought.” Claire describes with a laugh that the 200-square-foot space allotted in front of Bedhead’s wholesale offices, warehouse and shipping home base was “kind of one of those things where bags of garments showed up in the front of the store.”
In May, Claire debuted a spruced-up flagship Bedhead store,which now totals 900 square feet. The store carries the entire current season of Bedhead for women and men and lifestyle items such as Abyss towels and Votivo candles. The Bedhead wholesale office moved to a larger space in Los Angeles.
Claire launched Bedhead seven years ago with one pajama set and eight original prints. The line’s signature printed pajama sets and loungewear feature a flattering pant cut with no side seams and a sculpted waist. The sets are now sold at over 2,500 retail stores. Some of the prints, such as a geisha and dragon motif, have been in the line for seven years.
Claire perfected her cotton voile, cotton jacquard, cotton sateen, pique cotton and double-brushed flannel pajama fits and patterns with the help of her retail store’s steady supply of unofficial fit models who tried out the pajamas before buying. “We got to know the Bedhead customer firsthand,” said Claire of having the design house located near the retail store.
This January, Bedhead “fine-tuned” its loungewear offerings into a presentation of camisoles, chemises and lounge pants. Wholesale price points range from $58 to $62. Previously, Bedhead’s loungewear was custom-made, and buyers could choose from a dizzying number of over 130 prints and 12 bodies. “We made it simpler for the buyers to purchase collections,” said Claire about shifting the loungewear approach, which has paid off. “I think that’s really reflective in our 20 percent increase [in retail, online and wholesale sales] over last year at this time.”—Rhea Cortado
