Walmart has rebranded its sleepwear and intimates brand Secret Treasures with a new name, Joyspun, along with more inclusive sizing and price points as low as $7.98 for a sleep shirt. Additionally, The Children’s Place has established PJ Place, a sleepwear lifestyle brand targeting millennials and Gen Z that showcases entrepreneurs, celebrities and influencers.
“The intimates category is undergoing a significant transformation, shifting to an era of inclusivity, body positivity and styles that prioritize comfort and confidence,” wrote Denise Incandela, EVP Apparel and Private Brands for Walmart U.S. in a blog post. “At Walmart, we’re making a few big changes of our own as we continue to evolve and grow our fashion assortment to reflect these trends and create brands that resonate with our customers, helping them look and feel their best.”
The mega retailer continues to make improvements to offer better size inclusivity, including the March 2022 launch of its Choose My Model digital experience, which allows ecommerce shoppers to choose from a wider range of model sizes and shapes for virtual fittings.
New style enhancements in the Joyspun line include:
Advertisement
- More bra styles (wire-free, unlined mesh, bralettes and flexible cups) and underwear styles (thong, cheeky, hipster and hi-cut bikini);
- Bra sizes ranging from 34A to 46DDD and overall sizes from XS to XXXL;
- Luxe fabrics with high-quality soft, seamless microfiber and modal/spandex designed to maintain quality wash after wash;
- Elevated design details like feminine lace patterns, on-trend colors and prints and beautiful lining details; and
- Upgraded customer favorites, including the retailer’s top-rated sleep shirts and notch neck PJs that feature soft fabrics, cohesive print stories and more beautiful lining details.
PJ Place Showcases Kardashians and TikTok Stars
The Children’s Place saw an opportunity to build on a dominant position in kids’ sleepwear. “Over the past few years our adult sleepwear business has grown exponentially,” said Jane Elfers, President and CEO of The Children’s Place in a statement. “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.”
The women’s and men’s collections, available exclusively on www.pjplace.com, include pajama sets, loungewear, robes, thermal sets, fashion T-shirts, slippers and socks. Price points range from $10.95 to $69.95.
Celebrities involved with PJ Place include 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.
“PJ Place offers a fresh, modern take on sleepwear,” said Maegan Markee, SVP of Marketing at The Children’s Place in a statement. “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.”
