Grand Haven, MI (PRWEB) June 22, 2006
With little more than a great idea, computers and a kitchen table, two Michigan moms turned an underserved niche into a goldmine practically overnight. In between making peanut butter and jelly sandwiches and driving their kids to baseball practice, Kim Lavine and Stephanie Milanowski found a way to put their talents and experience together, creating a line of hip designer pajamas called Your Dream Pajamas™, launching them nationally into the nation’s top retailers. Debuting at 40 Saks Incorporated Parisian stores, and ten Gottschalks stores on the west coast for Mother’s Day, the pajamas ran up record sales, prompting calls to them from other retailers like Macy’s and QVC, asking to see the hot new line.
“We began by asking ourselves what we wanted to wear,” Lavine explains. “We were both so tired of the old-fashioned pastel floral pajamas that you see everywhere.” Lavine is the President of Green Daisy, Inc. http://www.greendaisy.com, a company already famous for selling the Wuvit®, another idea she created at her kitchen table and turned into two million dollars in retail sales in just two years. “Next thing I knew, I was working on sewing prototypes during the day after sending my kids to school, and emailing China at night after they went to bed. Our first Purchase Order from Parisian was for close to 2,000 pair for delivery to 40 stores!”
Milanowski, who lives an hour away in Grand Rapids, mother of a kindergartner and third-grader, is the genius behind the innovative and funky designs. A graduate of Rhode Island School of Design, she studied at Yale University in Brissago Switzerland under the legendary Paul Rand, then graduated with her MFA from Michigan. Though her work is seen around the world in corporate environments, museums and shops, she put her career second to the needs of raising a young family. “I love that I can do this and still be with my kids. They’re only young once. You can’t get this time back.”
Innovative fabric designs are what set Green Daisy’s Dream Pajamas apart from all the rest. With their first delivery behind them, they already have more new and exciting designs lined up for a fall and holiday delivery, with Purchase Orders lined up for them too. “We’re planning up to eight deliveries a year,” Lavine said. “And we’re going to keep it fresh,” adds Milanowski. “Just when you think you have us figured out, we’re going to change.” “You’re never going to have to buy boring pajamas again,” laughs Lavine.
With an emphasis on quality details, focusing on natural fabrics and careful tailoring, they’ve managed to weave in a unique lifestyle message and original branding ideas new to the marketplace. “Be Happy, Feel Good, Express Yourself—that’s our mantra for life,” explains Lavine. “So we printed it on ribbon and trimmed our pajamas with it as a positive message to other women, meant to inspire them.” In another unique touch, they threw the scratchy conventional collar laundry tag out the window and instead imprinted the soft 100% cotton with their big distinctive Green Daisy logo, with the message “Be Happy.” “This is the most valuable real estate in the consumer marketplace, at eye-level in most cases,” Lavine observed, “and manufacturers are wasting it on laundry tags!”
The moms have launched a major successful assault on the women’s sleepwear market, estimated to be worth 3.8 Billion in 2004. But don’t call them pajama moguls yet. “We’re really excited,” they both echo. Though busy coming up with new designs, launching them at new retailers, planning their debut in New York in August at the Javits Convention Center at the International New York Gift Fair, they point out, they’re real challenge is just trying to survive their kids’ summer vacations.
About Green Daisy, Inc: (http://www.greendaisy.com)
Green Daisy was started in 2002 by President Kim Lavine, with the creation of her kitchen-table phenomenon the Wuvit, doing two million dollars in retail sales in two years at retailers like Saks, Incorporated, Macy’s, Gottschalks and Von Maur. Now you can find Wuvits everywhere, from Whole Foods Markets, Bed Bath & Beyond and specialty retailers across the country, as well as Canadian retailer Tabi International. Based in Grand Haven, Michigan, Kim runs the company with her husband Dave, in-between making peanut butter and jelly sandwiches for her sons Dylan 9 and Ryan 7.
Kim Lavine, President
Green Daisy, Inc.
Stephanie Milanowski, Creative Director
Green Daisy, Inc.
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