Daphne Duong

March 30, 2021

Podcast EP.35: Loungewear’s latest obsession? Meet the Nap Dress

Loungewear was the category that shaped pandemic dressing, where EDITED data tracked an 855% increase in searches for loungewear.

When looking for a crossover between loungewear and sleepwear, the Nap Dress hits this sweet spot. It effortlessly transitions from an at-home to going out piece.

Coupled with lockdown measures and remote work, the popularity of the house dress has skyrocketed during the pandemic as a timeless and comfortable home wardrobe staple. With nods to Cottagecore, Hill House Home’s Nap Dress has become a viral sensation, where the brand sold $1 mm worth of its dresses in just 12 minutes.

Joining us in our latest unEDITED: Inside Retail episode, Nell Diamond, Founder and CEO of Hill House Home, takes us through the success and versatility of the Nap Dress, as well as where she sees the future of loungewear post-pandemic. 

Key takeaways:

  • While many have assumed that the Nap Dress was born out of the pandemic, Hill House Home launched the famous product in 2019, which saw sell outs even pre-lockdown. Nell believed it was important to create an item that was comfortable and flattering for all body shapes, stating, “comfort doesn’t mean you have to feel like you don’t look your best.”
  • International and domestic suppliers played a huge part in managing high demands for the Nap Dress. By developing a great feedback loop with suppliers, Hill House Home was able to overcome roadblocks, especially when COVID protocols were at their strictest. In reflecting on overcoming unforeseen difficulties, Diamond notes, “every day we woke up and said there are probably about 12 problems, but it’s important to have a sense of humor about it and a sense of perspective. At the end of the day, we’re not delivering vaccines, we’re delivering these pieces, which we still believe in the value of them. But we approached each problem as they came.”
  • Before its viral Nap Dress, Hill House Home began as a home and bedding company in 2016 and continues to offer homeware products. Due to a surge in homeware demand as result of lockdown, Nell believes the upcoming trends will have, “a focus on entertaining at home and people wanting to celebrate moments and not take things for granted.”

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