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The Children’s Place has gone fully grown-up

Let’s face it, adults have been dressing up like children for the past two years. They wear comfortable PJs, sweats, and joggers for lounging, sleeping and even working.

The Children’s Place, a children’s clothing company, has expanded its offerings to grown-up wear.

On Wednesday, the retailer launched a new brand of sleepwear and loungewear called PJ Place. It is specifically targeted at Millennials and Gen Zers.

Products from PJ Place range in price from $10.95 to $69.95 and include pajamas, robes, and thermal sets as well as slippers for both young and old. The entire collection will be available online only at PJPlace.com The brand is being promoted by several celebrities and influencers, including Khloe Kardashian, a reality star, and Kris Jenner (mom).

Although this is not the first time that the retailer has attempted to sell merchandise for adults, it marks the first fully adult-focused brand within its corporate umbrella. The company operates the namesake store, Gymboree and Baby Place, children’s specialty chains, and Sugar & Jade, a tween fashion brand.

Jane Elfers, the CEO, of The Children’s Place, Inc., stated in a statement that “we have a leadership position for kids sleepwear” and that the company’s adult sleepwear business had grown exponentially over the past few years.

Elfers stated that while our current adult sleepwear collection focuses almost exclusively on matching family looks, it was clear we could expand our adult sleepwear offerings to appeal to the Millennials and Gen Z customers by introducing new fabrics and silhouettes, as well as a touch more whimsy.

Maegan Markee is senior vice president of marketing at The Children’s Place Inc. and said that the retailer has been selling matching pajamas for families for many years, especially holiday-themed PJ sets for Christmas, Halloween, or Easter.

Markee stated that there has been significant growth in this category over the past five years. “We realized how much business these were doing and the potential we had to appeal to parents who weren’t yet parents.

Markee stated that PJ Place aims at expanding the company’s market share overall in adult sleepwear and loungewear. This move will also attract young Millennials, and Gen Z shoppers to the children’s business side of the company long before they become parents.

Elfers stated that this gives them the chance to keep and maintain these relationships, and eventually to migrate future parents to our stable brands of children’s brands.

Maria Rugolo, an apparel industry analyst at NPD, stated that it is smart to target the adult loungewear and sleepwear markets. According to Rugolo, the sales of men’s sleepwear nearly doubled between 2021 and “and it’s still increasing this year.” She also said that sales of women’s loungewear and sleepwear almost doubled last year over previous years.

Rugolo said that “the casualization of our wardrobe was already occurring pre-Covid, and then it really took off under Covid,” and “now it’s acceptable to wear your loungewear and sleepwear outside.”

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