The New Lounge Landscape

An increased emphasis on rest and relaxation via soft living and anti-productivity sentiments is driving consumer demand for comfortable yet wholly sartorial dayjamas. Elsewhere, continued remote and hybrid office policies mean pyjamas and sweats are now considered acceptable workwear, making both comfort and versatility ever more paramount style priorities.

Unleashing Sleepwear’s Wellbeing Potential

With consumers increasingly recognising quality sleep as a cornerstone of their wellbeing, once niche sleep health concerns are fast becoming mainstream opportunities. From products addressing the needs of sensitive sleepers and those suffering from menopause symptoms to skincare treats while slumbering and sleepmaxxing support, the sleepwear market is ripe for a wellbeing-led boost.

Evolving Aesthetics

This widespread prioritisation of comfort has led to exciting sartorial updates in the sleep and lounge space, with a mix of classic staples, escapist aesthetics and playful print stories coming to the fore. Plus, the growing demand for all-day pyjamas means that everything from cocooning ‘duvet dressing’ to boudoir-ready looks is making its mark.

Exploring Licensing Opportunities

In the midst of a merch boom, licensed apparel has become just as exciting a space for adults as for kids, and sleepwear is the perfect canvas for creative experimentation. Whether it’s Gen Alpha classics or the latest method dressing moment, lucrative opportunities abound across multiple demographics in this category.

Fresh Collaboration Avenues

While licensing is an obvious commercial win for sleep- and loungewear, there’s so much untapped potential to explore beyond film tie-ins and cartoon characters. From aspirational lifestyle collaborations to elevated hobby-based partnerships, these are the burgeoning opportunity-filled areas of interest for those cosy categories.