The Children’s Place is officially in the business of adult clothing.
On Wednesday, the largest children’s specialty apparel retailer in North America launched a new sleepwear and loungewear brand called PJ Place.
What is PJ Place?
The newest addition to The Children’s Place stable of brands, PJ Place is described as the ultimate sleepwear destination specifically targeted towards Millennial and Gen Z customers. It offers fun, fashionable, and festive sleepwear products ranging from matching pajama sets, thermal sets, graphic sleep tees, cozy slippers, sleep accessories, and more.
Though this isn’t the first time The Children’s Place has offered merchandise for grownups, the launch of PJ Place does mark the retailer’s first standalone fully adult-focused brand under its corporate umbrella.
Prior to the launch of PJ Place, The Children’s Place sold matching family pajamas specifically tied around Halloween, Christmas, Easter, and other holidays for several years. And the substantial growth in this category was what inspired the retailer’s decision to fully venture into the business of grownup wear,
“We’ve seen significant growth in this category in the past five years,” said Maegan Markee, senior vice president of marketing at The Children’s Place, according to CNN. “We realized how much business we were doing with these and the opportunity we have to appeal to customers who aren’t yet parents.”
This is echoed by Jane Elfers, President and CEO of The Children’s Place, in a statement announcing the launch of PJ Place. “We have a leadership position in kids’ sleepwear and over the past few years our adult sleepwear business has grown exponentially,” said Elfers. “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.”
The launch of PJ Place is also part of the company’s plan to draw in young Millennials and Gen Z shoppers with the children’s side of its business long before they become parents themselves.
“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,” added Elfers. “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.”
PJ Place endorsers
To mark the launch of PJ Place, the brand has kicked off a marketing campaign featuring a group of inspirational and diverse entrepreneurs, celebrities, and influencers, including mom and daughter Khloé Kardashian and Kris Jenner, Être Girls CEO Illana Raia, TV personality Tyler Cameron, The Toast podcast hosts Claudia and Jackie Oshry, and TikTok stars Rod Thill and Erika Priscilla.
Claudia Oshry said, “Jackie and I are always wearing PJs on The Toast. I’d like to think we are PJ connoisseurs, and I can confidently say these are my newest go-to essentials, and I know they’ll be yours, too.”
For his part, Tyler Cameron said, “If I could describe PJ Place in one word, it would be ‘comfortable’. The men’s navy thermal set and robe are my favorites. The thermal set can literally take me from day to night. I know what I am gifting all of my friends and family this holiday… PJ Place made it easy for me this year.”
Where to buy PJ Place products
PJ Place’s first-ever collection is now available for purchase exclusively on pjplace.com with price points ranging from $10.95 to $69.95
Other The Children’s Place brands
PJ Place joins other The Children’s Place brands like Gymboree, Baby Place, and tween fashion brand Sugar & Jade.