In 2014, longtime friends Anne Read Lattimore and Cassandra Cannon were both new moms on a mission: find classic, comfortable pajamas that they actually wanted to wear. The gap in the market was clear, and the pair set out to fix it themselves, launching LAKE — a line of sleepwear made with classic silhouettes and super soft fabrics. Their claim to fame is “the softest pajamas imaginable,” and we have to be honest — it holds up. From pima cotton sleep sets to cute dresses, they’ve taken loungewear to the next level. This year, they expanded beyond their Charleston brick-and-mortar, opening a second location in Atlanta. We’re taking a peek and chatting with the founders to learn more:
This is your second store. How did you decide on a location?
Our ecomm site launched in 2014, and Atlanta has always been our top market. It’s been a dream for a long, long time to have a store there. We were waiting on the perfect space and are thrilled that things worked out the way they did. Our store is beautiful, and we’re excited to engage with the community.
How does the design of the space differ from your Charleston shop?
Both stores are so beautiful and special in their own way. We tapped local interior designers in each city to help with the design, so each space is unique but still feel very “LAKE.” Charleston leans a bit coastal, while the Atlanta space feels more urban. The white walls and light flooring that run through our Atlanta store serve as a nice backdrop for natural accents, blue stripes, punches of color, and artwork from local artist Sally King Benedict.
Opening a store during the time of Covid-19 must have been a challenge! What are some of the ways you had to adapt to open safely?
When we opened our store in Charleston, we were excited to have an opening party to celebrate. Since we weren’t able to open our Atlanta store with a party, we had a quiet opening and are looking forward to having a party one day in the future. In order to ensure the safety of our employees and customers, we require employees to wear masks, provide hand sanitizer, clean dressing rooms and checkout areas between customers, and limit the number of shoppers in the store at a time.
In addition to your famous pajamas, what other products can shoppers find at the store?
We love featuring products from some of our favorite brands in our stores. For example, you can find custom make-up towels from Weezie and home accents from Amanda Lindroth.
What’s next for the brand as we head into fall/winter and the holidays?
We’re really excited about our new robes we are launching this season. We have a new poplin robe for fall and a cozy robe for winter. Stay tuned!