Sweden's Rayville expands into more Nordic countries
Swedish sleep-and loungewear company Rayville is entering the Danish, Norwegian and Finnish markets through a collaboration with BRA Scandinavia, the Nordic underwear and lingerie distributor.
Rayville's expansion has been quick - the company only launched in August last year. It's already sold in around 50 Swedish retailers, including upmarket department store NK, high street department store retailer Åhlens, and lingerie retailer Twilfit.
BRA Scandinavia will be responsible for the retail and distribution of Rayville in the Nordic countries from autumn/winter 2016. The distributor already has brands including DIM and Wonderbra. Rayville currently sells dressing gowns and pyjamas for men, women and children, and will add nightgowns for autumn.
"It feels great to start working with a distributor that's as respected and powerful as BRA Scandinavia for our next step, launching Rayville in new markets," says Rayville founder Klas Rosenblad.
Rosenblad added that the aim is to turn Rayville into the leading sleep-and loungewear brand in the Nordic countries, and revealed that the brand is already looking at further international expansion. "We've had a lot of interest in our concept," Rosenblad said.
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