Komar

Redefining a storied family company rooted in tradition and timeless values.

Komar, arguably the largest and oldest privately owned manufacturer and licensor of sleepwear and intimates, needed a new way to compete in an evolving consumer landscape. The timeline needed to be aggressive and the challenges would be significant enough to require a complete reevaluation of the business.

The Brief

In recent years Komar’s business had started to slowly stagnate. A dusty brand and growth pains having to do with expansion had taken up significant resources with little to show for it. The company’s mission had been buried and it was unclear what a retooled expansion would look like. Komar needed a complete revamp of their brand and business model to compete in the fast changing, fashion retail landscape.

The Approach

The family owned company had a rich history so the new brand had to imbue this feeling but with a modern perspective. Komar’s various business lines were evaluated, consolidated and reorganized to better align with an aggressive growth strategy. Further, the company’s web presence required upgrading so that the content would be more consistent and streamlined. The creative and proposed manufacturing blueprint had to make an appreciable business impact.

The Result

The new creative was an unprecedented, significant investment by the company. The rebrand competitively positioned the business next to larger licensors. An onboarding program was developed to ensure the company’s mission and values would be a dominant business driver. Branded business lines were clear in their organizational structure and undertaking, allowing for a more efficient expansion into other profitable products and services.