The Children’s Place launches new sleepwear brand PJ Place

By

Jennifer Braun

Published
Oct 13, 2022

North American children's specialty retailer The Children's Place is expanding with the introduction of a new sleepwear lifestyle brand targeted towards millennial and Gen Z audiences.

Dubbed 'PJ Place', the new sleepwear lifestyle brand launches with women's and men's collections that include pajama sets, loungewear styles, robes, thermal sets, fashion tees, cushy slippers, buttery soft socks, and more. 

In particular, items are designed with comfortable 'live in all day' fabrics and modern design details. The first-ever collection is available for purchase exclusively on pjplace.com with price points ranging from $10.95 to $69.95. 

"We have a leadership position in kids sleepwear and over the past few years our adult sleepwear business has grown exponentially. 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,” explained Jane Elfers, president and CEO.

“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. This provides us with the opportunity to maintain and retain these relationships and eventually migrate these future parents to our stable of children's brands.”

The brand is making its official debut to the U.S with a lifestyle campaign headlined by a diverse group of entrepreneurs, celebrities and influencers, including Khloé Kardashian; Kris Jenner; CEO of Être Girls, Illana Raia; TV personality, Tyler Cameron; The Toast podcast hosts Claudia and Jackie Oshry; and TikTok stars, Rod Thill and Erika Priscilla.

The Children's Place is the largest pure-play children's specialty apparel retailer in North America. The company designs, contracts to manufacture, sells at retail and wholesale, and licenses, primarily under the proprietary The Children's Place, Place, Baby Place, Gymboree, Sugar & Jade and now, PJ Place brand names. 

"PJ Place delivers the style, comfort and value that our customers have come to know and love,” added Maegan Markee, SVP of marketing at The Children's Place. 

“PJ Place offers a fresh, modern take on sleepwear. Partnering with Khloé, Kris, Tyler and so many of our favorites for the PJ Place launch has been an incredible experience and now we are thrilled to be able to share PJ Place with everyone."