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Japan|Loungewear「TERRITOIRE」Starts Full-scale from Spring 2019

Nov 28, 2018.Moeko NabekuraTokyo, JP
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Loungewear brand TERRITOIRE operated by PAL is in full-scale development starting from spring of 2019. "TERRITOIRE" was born as part of "Plus One Category" business model started by PAL in which all employees pitch their ideas for new business projects until it becomes actualized. The brand concept is based on “after work loungewear before pjs” and is aimed at women around ages 25 to their 30s encompassing comfort in different patterns and colours that can easily be paired with jeans and other garments as an easy throw on.  Priced around 3900 yen to 4900 yen for a matching set and about 5900 yen to 6900 yen for parkas and gowns.

TERRITOIRE has initiated its trial sales since autumn and winter of 2018, now with 38 items available. The brand started its EC retail on the the company's site PAL CLOSET but also on ZOZOTOWN since Nov. 15. If you input “room wear”, “pajama”, or “lounge wear” on ZOZOTOWN’s search engine, the number of items come out are as little as 8 pages, and paying attention to the fact that many of the price ranges from 8000 yen to 12000 yen. Many women in Japan are conscious of their loungewear, owning a number of them. With this in mind, the brand has created a affordable price range that can also easily be bought as a gift.

Besides the current range of pajamas, dresses, cardigans, etc., in the spring and summer of 2019, intimates such as bra tops, camisoles, short pants will become an addition. The designs sticks to functionality, and the fabrics use silk proteins using an anti-odor treatment. Each item down to the socks comes in an organza drawstring packaging. Currently available only on said ECs, however is in process in creating physical stores in the future.

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