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FEATURED MOM INVENTORS > KAREN NEUBURGER
In the early 1990s Karen Neuburger left her job as VP of Merchandising for a large women's sportswear firm to become a full-time stay-at-home mom. Leaving the corporate dress code behind, she sought out comfortable clothing she could wear at home. Karen soon began designing her own clothes - the first being the original KN super-soft "boyfriend" pajamas - and began selling them to friends and eventually to large retailers. Her big break came when Oprah announced them to be among her "favorite things" - and women across the country took notice. Today KN Ltd. and the KN Karen Neuburger lifestyle brand produces an array of comfort-inspired apparel and home fashions with more than $100 million in sales per year.
Why did you start this company and when? I claim necessity is the "mother of invention." I was looking to leave the corporate dress code and became a "fashion don't." Retiring to become a stay-at-home mom, I had no one to impress but the mailman. I designed the original pair of KN "boyfriend" pajamas in 1994, using a pair of my husband's pjs as the pattern, and incorporated a "forgiving" knit fabric borrowed from the sportswear world. I updated the pajama with feminine details such as knit trim, a chest pocket, embroidery and pretty print fabrics. Did you ever think you would end up starting your own business? My goal was to be in control of my life now that I had a new baby. What were your initial goals? To toss the pumps and pantyhose and create comfortable "all-day" sleepwear for myself. Friends started asking me to make them pajamas. Due to experience in the fashion world since my mid-twenties, I was able to use my past skills and felt comfortable enough to approach large stores. I soon found myself with orders from Nordstrom and Macy's. 
Describe yourself and your family. What is your background and how does it relate to your company?
My life's theme has been a search for comfort: in family, friends, home and in my own skin. I have 2 girls and now two grandchildren. My business grew along with my family. How did you balance raising kids with launching a new business - and now, running one? I always made my daughters feel like #1 by having them put important dates on my calendar first - including birthdays, proms, final exams, etc. Have you ever experienced an epiphany that changed the direction of your life? Many times. I love the Yogi quote, "When you come to a fork in the road, take it." Specifically, it's important to maximize opportunities in the brief second they are with you, like when Oprah called me to ask for pjs for her friends. What process did you follow to develop your products? Product development has always been focused on my own self-fulfillment. I focus on products that appeal and work for me and my friends and that I would be proud to share as gifts. As the brand has evolved over the last ten years, we've added merchandising and design departments to directly address some of the challenges of expanding our fabrics, images and signature sleepwear to new product categories such as crafts and scrapbooking, women's sportswear and accessories and the home. What process did you follow to determine your product's marketability? A key to our success in the beginning was to directly connect with women. Through our in-store pajama party platform I was able to talk, walk and "party" with thousands of women across the country and find out what they liked best about our product. That grassroots connection is still an important part of our product development process and marketing efforts. 
Can you explain the in-store pajama party platform a bit more? How does it work?
Think of when you were 15. A bed, pillows, pajamas and popcorn with rock-n-roll music... all in the middle of a department store. Who wouldn't stop to ask why we were in pjs, and the smell of fresh popcorn drew shoppers into the sleepwear department. What process did you follow to find a manufacturer for your product? Coming from a previous career as a retail buyer and apparel designer, I had a lot of contacts and referrals, which I definitely used. Networking is key. As the brand has grown, we have developed licensing partnerships with other manufacturers in new product categories. With this team approach, we are able to utilize their design expertise and sales knowledge. Were there any setbacks in product development that had to be overcome? Creating the initial fabric for the original pajama took almost a year of development. Becoming an "overnight success" really takes a lot of hard work and a tremendous amount of patience. What was the biggest learning curve in terms of developing your product? Our biggest learning curve remains translating the KN comfort promise, quality and craftsmanship from the original sleepwear to all of the new and emerging product categories. Through what markets are you selling? Wholesale to better department and specialty stores, e-commerce/internet direct to consumer and specialty sales in the medical and hospitality markets. 
What secrets have you learned in terms of publicity and marketing your product?
Find and emphasize the "emotion" of your product. Don't talk down to your customers...both buyers and consumers are some of your most valuable marketing tools. What are some of the ways in which you initially reached your customers or created awareness about your products? Initially we depended on our unusual print topics to draw the customer to our product, and sealed the deal with our soft-as-a-hug fabric. Getting on Oprah several times was a big boost. Keeping a buzz going is a constant challenge. What was the biggest learning curve in terms of marketing your product? Creating a budget that is implementable, but also allows you some flexibility. How long did it take to get your product from idea to market (conception to product launch)? About 18 months once my girlfriends talked me into it. How have you managed to juggle the roles of business owner and mom? What falls by the wayside (laundry, work-out, etc. etc.)? My family events always go on my calendar first. Birthdays, proms, final exams, family, friends and even "me" time can never take a back seat to work. 
What do you do for "me" time?
Garden, hike with girlfriends, shop with my daughters, and play with my house. I love to make small creative home dcor changes. Every weekend, you can find me with a can of spray paint in my hand. What kind of support system do you have in place personally and professionally? I have a wonderful husband who keeps my home life together, although I still do the laundry and make the beds. Professionally, I've helped build a company with 100 magnificent co-workers and we operate as a team. How did you finance your business (personal contributions, loans from friends & family, loans from bank, credit cards, outside investors?) Yes! To all of the above. What has been your greatest success or "high point" in the process? The first phone call from Oprah and her continuing support. How did Oprah find out about your products? What does she love most about them? I sent Oprah a pair, hoping she would wear them while reading her Book Club book. She used to say she never takes them off. Oprah loves the stretch, softness and total forgiveness of the design. Have you experienced a "low point" and if so, how did you rally yourself to get back on track? There are always "low points" or droughts. You can't dwell on droughts. You make a common sense decision to plow ahead. Who has been your biggest source of inspiration? What keeps you going? The women I've met and their personal stories inspire me and keep me going. 
Any women in particular? Entrepreneurial women?
The stories of everyday women who pick themselves up and keep going. Everyone has a story to share. Did anyone in particular help you along the way? I believe that we are a sum of our past and our experiences. I draw encouragement from my grandparents' strength and my Midwest upbringing, which taught me strong work ethics, kindness, common sense and confidence. What advice would you offer other moms developing their products/ideas? Talk to your intended customers. Study the competition. Sell the emotion of your products. Is there a resource that proved to be invaluable that you would like to share with other moms? My "Broad Squad" of girlfriends in my life always put me out front while watching my back. My oldest friend is Vickie, I've known her since kindergarten. My best friend is Mary, we talk every day. My personal coach is Jillian, she is my cheerleader. My "just say yes" friend keeps me young and active. My concierge is my go-to friend who gives me answers and inside details. Is there anything else you would like to add? Don't be afraid to make mistakes. You will adjust your plans many times. This is how you discover the right "formula." Business, like life, never turns out the way you plan or think it should. | ||||||
