The Children’s Place (NASDAQ:PLCE) launched a new sleepwear lifestyle brand targeted to Millennial and Gen Z audiences called PJ Place.
The lifestyle brand has enlisted various celebrities and entrepreneurs to push its media reach out. Some of these include Khloe Kardashian, Kris Jenner, Illana Raia, TV personality Tyler Cameron, The Toast podcaster hosts Claudia and Jackie Oshry, and more.
“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. 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,” said Jane Elfers, president and CEO.
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Sleepwear for children
The Children’s Place is a pure play children’s specialty apparel retailer in North America. It designs, licenses, manufactures and sells children’s brands at retail and wholesale. Its brands include The Children’s Place, Place, Baby Place, Gymboree, Sugar & Jade and now, PJ Place. As of July 30, 2022, the company had 658 stores in the United States, Canada, and Puerto Rico. Also the company’s franchise partners had 212 international points of distribution in 16 countries. It sells sleepwear and lounge wear products, including matching pajama sets, thermals, graphic sleep tees, cozy slippers, and sleep accessories.
“PJ Place delivers the style, comfort and value that our customers have come to know and love. 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,” said Maegan Markee, senior vice president of marketing at The Children’s Place.
