Will adult pajamas prove a good fit for The Children’s Place?
Photo: The Children’s Place

After finding success over the last several years selling holiday-themed family pajama sets for Halloween, Christmas and Easter, The Children’s Place has launched PJ Place, a sleepwear lifestyle brand.

The range, initially available at pjplace.com, is targeted towards Millennial and Gen Z audiences.

Beyond the “significant” opportunity within the growing adult sleepwear category, PJ Place is expected to help introduce Children’s Place to young adults before they become parents.

“We have a leadership position in kids sleepwear and over the past few years our adult sleepwear business has grown exponentially,” said Jane Elfers, president and CEO. “While our current adult sleepwear assortment focuses almost exclusively on matching family looks, we recognized we had an opportunity to expand our adult sleepwear assortments to appeal directly to the Millennial and Gen Z customer by introducing new fabrics, silhouettes and a touch of whimsy.”

Children’s Place has retained a diverse group of celebrities and influencers, including Khloé Kardashian, Kris Jenner, CEO of Être Girls, Illana Raia and TikTok stars, Rod Thill and Erika Priscilla, as ambassadors for PJ Place.

In recent years, Dolce & Gabbana, Gucci and other luxury labels have launched children’s wear lines to support the “Minnie-me” or “Mommy & me” trend. Chains such as Gap and Nordstrom offer matching outfit sections online.

Social media has also augmented the matching-outfit trend. The Atlantic wrote in a profile on the trend, “Celebrities show off their adorably chic children to thousands of fans on Instagram and on the red carpet, while average parents can resort to Facebook and holiday cards.”

The overall sleepwear category has also earned a boost due to the pandemic-driven lockdowns and increase in remote work that has accelerated a shift to relaxed dressing. In 2021, men’s and women’s sleepwear sales each almost doubled, according to NPD.

“The casualization of our wardrobe was already happening pre-Covid and then it really took off during Covid,” Maria Rugolo, apparel industry analyst at NPD, told CNN. “And now it’s just acceptable to wear your sleepwear and loungewear, even outside.”

BrainTrust

“This is a great way to resonate with families and children of all ages and a smart move to add a new revenue stream.”

DeAnn Campbell

Head of Retail Insights, AAG Consulting Group


“Yes! This is a growth driving category that will be a good fit for The Children’s Place.”

Liza Amlani

Principal and Founder, Retail Strategy Group


“For some it might be acceptable to wear PJs outside. To create a store for them? Sounds like a straw Gap would be grasping at now.”

Bob Phibbs

President/CEO, The Retail Doctor

Discussion Questions

DISCUSSION QUESTIONS: Are pajamas a big enough opportunity for The Children’s Place to build a lifestyle brand around? What do you think of PJ Place’s approach to the category?

Poll

How likely is The Children’s Place to open stores under the PJ Place banner?

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13 responses to “Will adult pajamas prove a good fit for The Children’s Place?”

  1. Neil Saunders Avatar
    Neil Saunders

    Sales of adult PJs – and loungewear more generally – have grown over the past few years as people have worked form home more and as there has been a focus on nesting. Around the holidays, adult PJs and family sets have always traditionally done well. As such, The Children’s Place pivot into the space is sensible. However it will be up against some stiff competition from other retailers like Old Navy (which do a fantastic job with PJs during the holidays) and direct-to-consumer brands like Jambys.

  2. Bob Phibbs Avatar
    Bob Phibbs

    For some it might be acceptable to wear PJs outside. To create a store for them? Sounds like a straw Gap would be grasping at now.

  3. Bob Amster Avatar
    Bob Amster

    This is an opportunity to test the concept of a matching set of jammies for the entire family. It could have appeal, but it’s a limited foray.

  4. Richard Hernandez Avatar
    Richard Hernandez

    I have seen a lot of retailers pushing family pajamas more this year than last. I think with fears over COVID-19 subsiding, the message this season is togetherness and family PJ selling is proof of that. I think it’s a good risk to take.

  5. DeAnn Campbell Avatar
    DeAnn Campbell

    It’s high time a children’s retailer realized they have a captive audience with the adults doing the shopping. This is a great way to resonate with families and children of all ages and a smart move to add a new revenue stream.

  6. Liza Amlani Avatar
    Liza Amlani

    Yes! This is a growth driving category that will be a good fit for The Children’s Place. The strategy is smart but opening up another channel may not be the best move. Capturing the parent or family member shopping at The Children’s Place is one thing but investing in another platform that will take a shopper away from TCP is counterintuitive. Keeping customers engaged and giving them a seamless shopping experience is critical.

  7. Gene Detroyer Avatar
    Gene Detroyer

    I must be out of it. I haven’t worn formal pajamas in decades. T-shirt and gym shorts work fine. Of the men and boys in our family, eight of nine go the tee and shorts route. Two out of four ladies do wear PJs.

    That certainly is not a projectable sample, but I find it hard to believe that a store can stay open selling adult pajamas.

  8. Georganne Bender Avatar
    Georganne Bender

    If you want to sell adult pajamas, sell adult pajamas, but thinking that it’s acceptable to wear them outside is a bit much. Most of us have moved past that phase of COVID.

  9. Ryan Mathews Avatar
    Ryan Mathews

    My short answer is, no. Sure, pajamas have their season (holidays) but is that enough to build a “lifestyle brand” around? I don’t think so. Like Gene Detroyer, I personally don’t know that many pajama people and – outside of themed bar crawls – I can’t really remember seeing too many people wandering around in their PJs, and I live in a hipster, fashionista community. I think retailers are better off getting one solid category right rather than sticking their toes in multiple categories they really won’t – or can’t – grow.

  10. Brian Delp Avatar
    Brian Delp

    Pajamas aren’t the only area. Retailers like JCrew, Gap, and even Macy’s do a solid job of featuring designs for the perfect family portrait also. Pajamas are year-round, but it’s more likely these are novelty purchases for the holiday season.

  11. Doug Garnett Avatar
    Doug Garnett

    I like this move. My only fear is that it’s too late – that as the pandemic eases the demand they hope to satisfy will be diminishing as has most artificial pandemic demand.

  12. Rachelle King Avatar
    Rachelle King

    This is a good way to capitalize on a a growing trend. Consumers are spending more time at home and realizing their PJ game can use a makeover.

    The longevity of this solution is something to keep an eye on. At what point will PJ Palace need to branch out to indoor/outdoor lounge wear. Or, maybe they have already planned the comeback of the leisure suit.

    In the end, being able to explore this space without the overhead cost of brick and mortar is a benefit of living in a digital commerce world. This is something to use to their advantage and not lean forward too soon into opening stores around this proposition.

  13. Gwen Morrison Avatar
    Gwen Morrison

    Why not? Hanna Anderson has been doing a great job with this – matching PJs for the whole family!

13 Comments
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Neil Saunders
Neil Saunders
Noble Member
11 months ago

Sales of adult PJs – and loungewear more generally – have grown over the past few years as people have worked form home more and as there has been a focus on nesting. Around the holidays, adult PJs and family sets have always traditionally done well. As such, The Children’s Place pivot into the space is sensible. However it will be up against some stiff competition from other retailers like Old Navy (which do a fantastic job with PJs during the holidays) and direct-to-consumer brands like Jambys.

7
Bob Phibbs
Bob Phibbs
Active Member
11 months ago

For some it might be acceptable to wear PJs outside. To create a store for them? Sounds like a straw Gap would be grasping at now.

6
Bob Amster
Bob Amster
Active Member
11 months ago

This is an opportunity to test the concept of a matching set of jammies for the entire family. It could have appeal, but it’s a limited foray.

4
Richard Hernandez
Richard Hernandez
Member
11 months ago

I have seen a lot of retailers pushing family pajamas more this year than last. I think with fears over COVID-19 subsiding, the message this season is togetherness and family PJ selling is proof of that. I think it’s a good risk to take.

3
DeAnn Campbell
DeAnn Campbell
Active Member
11 months ago

It’s high time a children’s retailer realized they have a captive audience with the adults doing the shopping. This is a great way to resonate with families and children of all ages and a smart move to add a new revenue stream.

5
Liza Amlani
Liza Amlani
Member
11 months ago

Yes! This is a growth driving category that will be a good fit for The Children’s Place. The strategy is smart but opening up another channel may not be the best move. Capturing the parent or family member shopping at The Children’s Place is one thing but investing in another platform that will take a shopper away from TCP is counterintuitive. Keeping customers engaged and giving them a seamless shopping experience is critical.

3
Gene Detroyer
Gene Detroyer
Trusted Member
11 months ago

I must be out of it. I haven’t worn formal pajamas in decades. T-shirt and gym shorts work fine. Of the men and boys in our family, eight of nine go the tee and shorts route. Two out of four ladies do wear PJs.

That certainly is not a projectable sample, but I find it hard to believe that a store can stay open selling adult pajamas.

2
Georganne Bender
Georganne Bender
Active Member
11 months ago

If you want to sell adult pajamas, sell adult pajamas, but thinking that it’s acceptable to wear them outside is a bit much. Most of us have moved past that phase of COVID.

4
Ryan Mathews
Ryan Mathews
Active Member
11 months ago

My short answer is, no. Sure, pajamas have their season (holidays) but is that enough to build a “lifestyle brand” around? I don’t think so. Like Gene Detroyer, I personally don’t know that many pajama people and – outside of themed bar crawls – I can’t really remember seeing too many people wandering around in their PJs, and I live in a hipster, fashionista community. I think retailers are better off getting one solid category right rather than sticking their toes in multiple categories they really won’t – or can’t – grow.

3
Brian Delp
Brian Delp
11 months ago

Pajamas aren’t the only area. Retailers like JCrew, Gap, and even Macy’s do a solid job of featuring designs for the perfect family portrait also. Pajamas are year-round, but it’s more likely these are novelty purchases for the holiday season.

2
Doug Garnett
Doug Garnett
Member
11 months ago

I like this move. My only fear is that it’s too late – that as the pandemic eases the demand they hope to satisfy will be diminishing as has most artificial pandemic demand.

3
Rachelle King
Rachelle King
Member
11 months ago

This is a good way to capitalize on a a growing trend. Consumers are spending more time at home and realizing their PJ game can use a makeover.

The longevity of this solution is something to keep an eye on. At what point will PJ Palace need to branch out to indoor/outdoor lounge wear. Or, maybe they have already planned the comeback of the leisure suit.

In the end, being able to explore this space without the overhead cost of brick and mortar is a benefit of living in a digital commerce world. This is something to use to their advantage and not lean forward too soon into opening stores around this proposition.

0
Gwen Morrison
Gwen Morrison
11 months ago

Why not? Hanna Anderson has been doing a great job with this – matching PJs for the whole family!

0