NIC+ZOE Launches nz by NIC+ZOE Targeting Younger Customers

BOSTON--(BUSINESS WIRE)--NIC+ZOE is expanding its brand portfolio with the launch of nz by NIC+ZOE, a fresh take on capsule wardrobing designed to reach a younger customer through a more youthful collection featuring mix and match pieces that can be effortlessly styled together and are available at a more accessible price point.

With its emphasis on ease and comfort, nz by NIC+ZOE represents a continued desire for uncomplicated clothing. The new collection capitalizes upon that desire, extending into a full line of clothing and outerwear. Each piece is grounded in simplicity and infused with NIC+ZOE’S signature color, prints, and personality. Among nz by NIC+ZOE’s offering are lightweight crinkle cotton button-down shirts, pointelle tanks and tees, dresses, and linen tops and pants that appeal to an ageless customer. The assortment also includes petite and plus options to fit a diverse range of sizes.

The introduction of nz is part of a broader business strategy and reflects a strategic move to:

• Broaden the brand’s customer base
• Increase frequency of purchase with everyday wardrobe essentials
• Complement the NIC+ZOE collection with a more casual aesthetic

“nz by NIC+ZOE represents an exciting next chapter for our brand,” said Avra Myers, CEO of NIC+ZOE. “It allows us to welcome a new customer with a fresh, more youthful point of view, while staying true to what has always defined us—effortless style, comfort, and versatility. Bringing this launch to life within the world of Hotel NIC+ZOE creates a cohesive, inspiring experience that reflects how our customers want to dress and live today whether they are traveling around the world, or going from home, to the office, and then out to dinner.”

To coincide with the launch of nz by NIC+ZOE and capsule pieces that are perfect for traveling, the brand is simultaneously rolling out Hotel NIC+ZOE, a cross-platform marketing concept designed to drive engagement and traffic through immersive storytelling inspired by travel and the French Riviera.

Hotel NIC+ZOE includes an in-store experience where customers are welcomed into NIC+ZOE stores with a personal “check-in” moment, offered a key to their "styling room," are offered mints, Hotel NIC+ZOE branded matches, refreshments, and are guided through personalized styling sessions with their "style concierge," reinforcing a shift toward experiential retail.

The brand has also launched a multi-tiered influencer strategy designed to drive both awareness and conversion.

Both the launch of nz by NIC+ZOE and the Hotel NIC+ZOE marketing theme will extend through the summer season as the company continues to invest in an expanded customer base and an elevated customer experience.

Founded in 2005 by expert knitwear designer Dorian Lightbown, NIC+ZOE is a brand made for the modern woman, offering artful, inspired designs for everyday life. From signature knitwear to elevated essentials, NIC+ZOE's mission is to create clothing that looks as good as it feels.