New Jersey-based The Children’s Place debuted The PJ Place loungewear and pajama brand for men and women. Launched last week, the introductory range includes cold-weather silhouettes including nightgowns, robes, pajama pants, sleep tees, henleys and long underwear, along with accessories from socks and slippers to eye shades.
Kevin Hart, Girl With No Job blogger Claudia Oshry, model and The Bachelorette veteran Tyler Cameron, television host Daphne Oz, Not Skinny But Not Fat podcast host Amanda Hirsch, musical artist Erika Priscila and TikTok creator Rod Thill, among others were brought in to promote the line. They will showcase the line through social content, with additional PJ Place activations to come throughout the holiday season. Holiday 2022 will mark Jenner and Kardashian’s second appearance in a campaign for The Children’s Place.
“We have a leadership position in kids sleepwear and over the past few years our adult sleepwear business has grown exponentially,” The Children’s Place president and CEO Jane Elfers said. “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.”
“In addition to being a significant market share opportunity within the growing adult sleepwear category, PJ Place will allow a new generation of young Millennials and Gen Z customers to engage with us and build relationships long before they become parents,” Elfers added. The PJ Place offers an opportunity to develop relationships with a new audience, “and eventually migrate these future parents to our stable of Children’s brands,” she said.
The first collection includes themed capsules, from classic neutral styles to holiday motifs in red and green flannel. A Montana assortment includes Navajo-inspired printed fleeces and pajamas, while snowflakes and pine trees appear on thermal apres ski sets. Priced at $10.95-$69.95, the collection is available on PJPlace.com.
The PJ Place won’t appear at physical retail anytime soon, a spokesperson told Sourcing Journal. The Children’s Place plans to close about 40 stores during 2022, while e-commerce represented 47 percent of all sales during the second quarter ended in August, up from 45 percent in 2021 and 30 percent in 2019. The retailer expects digital to account for 60 percent of sales by the end of the 2024 fiscal year.
While the line caters only to adults, a spokesperson said that The PJ Place’s website will eventually showcase pajama offerings from sister brands Gymboree, The Children’s Place, and Sugar & Jade, for families looking to coordinate styling. With the new venture, The Children’s Place aims to tap into the growing adult sleepwear and loungewear market. The category was valued at $10.5 billion in 2019, and is projected to reach $18.7 billion by 2027, according to Allied Market Research.
Brands are capitalizing on the pandemic-borne interest in comfort-first lounge styles. Earlier this year, fiber innovator Lenzing teamed with denim manufacturer Soorty on a line of denim loungewear, while Aeropostale courted Gen Z with a Cheetos sweats collab. Custom suiting brand Joseph Abboud expanded its offerings with a line of men’s sleepwear, including satin pajama sets, flannel drawstring pants and lounge shorts, in April.