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Report Overview
The global sleepwear market size was valued at USD 14.16 Billion in 2025. The industry is expected to grow at a CAGR of 9.70% during the forecast period of 2026-2035 to reach a value of USD 35.74 Billion by 2035. The market expansion is largely fueled by the development of premium products that come along with a differentiation based on functional features.
The global sleepwear sector is influenced by premium lifestyle branding as well as direct-to-consumer growth tactics. On one hand, brands like Hanesbrands Inc. and American Eagle Outfitters, Inc. are upgrading their comfort-led and fashion-forward sleepwear collections. Meanwhile, Lunya Company and SKIMS are increasing their efforts to strengthen their online presence to reach the target customers more effectively. These efforts act as a catalyst for innovation, brand enhancement, and market convenience, thus laying a solid foundation for sustained growth that caters to different consumer demographics.
The change in consumer preferences to require sleepwear that offers not only the basic functions but also performance and comfort has led brands to create new products that combine both the functionality and features of their sleepwear. The focus on both fronts not only helps in raising the product category from mere commodity apparel to lifestyle apparel but also brings in a larger customer base that is seeking solutions for specific sleep comfort issues.
For instance, in April 2025, Rest® launched its Evercool Cooling Pajamas, featuring the company's proprietary cooling technology, which was initially used in bedding. The integration of this technology into sleepwear helps to regulate the body temperature during sleep, an innovation that satisfies a recognized comfort requirement of consumers while at the same time increasing product capability. Similarly, in July 2025, Toozi Sleepwear brought out cool, eco-friendly sleepwear specifically for women who tend to be warm during sleep, using moisture-wicking bamboo fabric to provide functional benefits that go beyond just the look.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
Compound Annual Growth Rate
9.7%
Value in USD Billion
2026-2035
*this image is indicative*
Key Trends and Recent Developments
Diversification into Sleepwear by Adjacent Lifestyle Brands
Top lifestyle and fashion brands familiar with consumers have developed sleepwear lines to broaden their product offerings and attract spending among consumers in the new category. In such cases, the brands usually count on their design expertise, brand equity and consumer base to bring to market loungewear that suits the lifestyle and is authentic to the brand. In May 2025, luxurious sleepwear brand, Midnighties, unveiled a deluxe bamboo sleepwear collection that incorporates features such as built-in bra-like support, airy fabric, and smooth waistbands, thus combining style and functionality.
Direct-to-Consumer and Digital-Led Launches
Direct-to-consumer (D2C) approaches and digital avenues are enabling sleepwear brands to experiment with the product lines of the uniquely designed products, hence bypassing traditional retail channels. The launches in question are leveraging the select online experiences and marketplace channels that offer a direct connection to the purchasers who are driven by purchase intention. For instance, in May 2025, Ammarzo took a step into the sleepwear market with the launch of its first luxury sleep and loungewear line which can be only bought through Ammarzo's own online store and Myntra, and the focus of the line is on comfort and the use of natural fibers.
Strategic Licensing and Brand Partnerships
Co-branded ventures between sleepwear makers and widely recognized lifestyle or heritage brands give an added allure to the brand and allow the brand to tap into new retail channels. These partnerships leverage the brand equity to generate unique co-branded offerings that attract various consumer segments. In Nov 2024, the Kersheh Group collaborated with the legendary brand John Deere to launch a sleepwear and loungewear collection for men, women, and children, thereby blending casual wear with a highly recognized lifestyle brand.
Sustainable and Green Product Development
Consumers' demand for sustainable products is prerogative brands to create ecofriendly sleepwear fabrics and adopt environmentally friendly production methods that should result in comfortable products with the lowest possible impact on the environment. In October 2025, GYS made a world announcement of their mission to alter the perception of sleepwear by presenting their top, quality bamboo pajamas collection which is designed to merge sustainability with softness, breathability, and thermal comfort.
Focused Category Growth by Established Fashion Houses
Major fashion labels that are well-established are concentrating on sleepwear as a product category to drive their growth strategically. Consequently, they put money into exclusive lines that mirror the consumers' increasing craving for comfort and lifestyle. Typically, their initiatives mix the brand's past with the present consumers' tastes. For instance, In April 2025, sleepwear brand Sweet Dreams marked a significant retail milestone when it opened the 50th exclusive brand store in Mumbai.
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Global Sleepwear Industry Segmentation
The EMR’s report titled “Global Sleepwear Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by End-User
- Men
- Women
- Kids
Key Insights: The sleepwear market by end, user has been divided into men, women, and kids, with each segment supported by distinctly different brand strategies. Women’s sleepwear leads the demand as Victoria's Secret, Calvin Klein, and H&M concentrate on matching sets, high-quality fabrics, and trendy designs. The male segment is growing by means of comfort, led basics and breathable materials that are offered by Hanesbrands, Uniqlo, and Jockey. The growth in children's sleepwear is mainly from Carters, GAP Kids, and Mothercare, which highlight the use of soft fabrics, safety compliance, and character, based collections.
Market Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Discount Stores
- Online
- Others
Key Insights: The worldwide market for sleepwear benefits from a diversified distribution mix that not only boosts its reach but also strengthens its market positioning. Large supermarkets and hypermarkets like Walmart and Carrefour generate high sales volumes via their private-label and branded product ranges, which help to keep the products affordable and accessible. Discount stores such as Primark and TJX Companies serve the price-sensitive customer segment with their value-focused product lines. At the same time, online sales channels, the leading brands being Lunya, SKIMS, and Gap, drive up the market growth by combining direct-to-consumer sales and digital marketing, while department and specialty stores like Marks & Spencer and Nordstrom, on the other hand, contribute to the high-end market visibility and selection of products.
Market Breakup by Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Key Insights: The sleepwear market globally is spread across North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa, and the growth drivers vary from one region to another. Premiumization and a focus on sustainability by PVH Corp., Marks & Spencer, and HUGO BOSS have allowed North America and Europe to benefit in this way. Asia Pacific is still the region that is growing at the highest speed, and this is due to retail expansion and localization strategy support from Uniqlo, Jockey India, and Zivame. The emerging demand in Latin America, the Middle East, and Africa is catered to through distribution partnerships by Grupo Axo and Chalhoub Group.
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Global Sleepwear Market Share
By end-user, men account for growing demand driven by lifestyle positioning and premium comfort focus
Men’s sleepwear is a segment that is gaining momentum as brands are boosting their market presence by offering a wide range of lifestyle- and comfort-oriented products for men. Premium, comfortable sets, breathable fabrics, and reasonably priced clothing are some of the elements that are helping to create more occasions for the purchases beyond traditional nightwear. Besides luxury homes, well-known companies are also entering the category to exploit this trend. Pure Parima, for instance, launched its Soft Knit Long Sleeve Pajama Sets as a sleepwear product in July 2025 and used its luxury bedding brand image to bodywear to target quality male buyers.
In addition, the kids' sleepwear is mainly being boosted because parents are seeking safe, comfortable, and stylish children's nightwear. Licensing and character-based designs have been the crucial factors in making the category attractive to the young generation. For instance, H&M teamed up with Squishmallows in December 2023 to release a kid's pajamas and accessories collection that relates to the plush toy franchise that is loved by many, thus increasing the attraction and encouraging repeat purchases among families.
By distribution channel, supermarkets & hypermarkets amass significant product sales
Supermarkets and hypermarkets are scaling their sleepwear assortments in order to attract value-oriented shoppers who are looking for everyday comfort apparel. These channels leverage private-label collections and seasonal promotional tie-ins to drive foot traffic and bundled sales. Retailers are increasingly combining sleepwear with home essentials in wider lifestyle assortments, thus helping to establish habit purchases among cost-conscious consumers who are also looking for one-stop shopping convenience. The expansion of the mixed assortments is a way of reaching middle-income and multi-demographic markets even further.
The online channel is still the leader in rapid growth since sleepwear brands and retail marketplaces keep upgrading the personalized shopping experience, delivery speed, and product availability. Digital platforms allow brands to introduce targeted capsule collections and digital exclusives that resonate with niche consumers. For example, TikTok creator Madeleine White launched the "See You Tomorrow" pajamas brand in June 2024 by leveraging social media popularity to generate e, commerce sales of fashionable sleepwear.
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
Global Sleepwear Market Regional Analysis
By region, Asia Pacific leads the market growth driven by rapid urbanization, evolving lifestyles, and digital retail expansion
In Asia Pacific, the growing disposable incomes along with urban lifestyles have been driving the demand for sleepwear as the consumers are placing comfort and self-care on top of their priorities. Both local fashion brands and global players are adjusting their products to the climate and cultural preference, mainly through the usage of lightweight fabrics and multifunctional wear. The entry of retailing players into such markets as China, India, and Southeast Asia is greatly increasing the accessibility of the products. To illustrate, a number of brands are now making their designs more locally relevant and have set up multi-brand stores across major cities to cater to the varied end-user needs.
The sleepwear market in the Middle East & Africa is witnessing growth due to the increase in luxury consumption and the extension of retail partnerships. High-end brands are looking for the regional retailers to give their products exclusive placements, whereas local distributors are selecting climate- and culturally suitable collections. As an example, the Australian brand Homebodii for sleepwear made an entry to the Middle Eastern high-end market through the launch of its bridal and loungewear, adjacent sleepwear lines meant for new affluent consumers at Printemps Doha and on Ounass.
Competitive Landscape
Major sleepwear market players participants are vigorously upgrading the sleepwear segment by product premiumization, fabric innovation, and functional differentiation. Brands heavily focus on technical textile innovations such as temperature-regulating fabrics, eco-friendly fibers, and dermatologically tested textile blends in order to enhance comfort and thereby the perception of value. Simultaneously, brand lines are changing the fashion aspect of sleepwear in such a way as to present the latter as lifestyle clothing, which leads to more spending and repurchasing over a wide range of customer segments.
At the same time, many sleepwear companies are stepping up their go-to-market strategies through omnichannel marketing, digital-first launches, and the combination of retail partnerships. DTC websites are redesigned for new launches and for testing consumer feedback, and at the same time brick-and-mortar stores are used for branding and gaining the customer's confidence. Local and international partnership agreements, geographical diversifications, and focus marketing are the main means of the players' velocity of change, with the depth of penetration in the emerging markets being the main goal of long-term growth in the global sleepwear market.
American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. is a major United States-based retailer of apparel and accessories, established in 1977, with its main office located in Pennsylvania, United States of America. The company emphasizes the production of casual and comfortable clothes, including sleepwear, that appeal to a young demographic through trendy yet practical designs.
Jockey International, Inc.
Jockey International, Inc., is a famous American brand established in 1876, under the leadership of Jockey's Board of Directors, creating innovative underwear and sleepwear. The company continually updates its product line in the global sleepwear market with new patents and copyrights that focus on providing comfortable and stylish accessories that meet the needs of modern men and women.
Wacoal Holdings Corporation
Established in 1946, Wacoal Holdings Corporation is an international fashion company incorporated in Japan with its main office in Kyoto, Japan, and specializes in lingerie and nightwear, combining traditional Japanese techniques with modern designs to attract high-end consumers.
Hanesbrands Inc.
Hanesbrands Inc. is a leading United States-based apparel company established in 1901 and situated in Winston-Salem, North Carolina. The company has a comprehensive product line of casual and performance-oriented sleepwear and undergarments, besides leveraging brand equity through worldwide distribution channels of the mass market.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the market include Ralph Lauren Corporation, H & M Hennes & Mauritz AB, PVH Corporation, Gap, Inc., Lunya Company, Sleeper LLC, among others.
Key Highlights of the Global Sleepwear Market Report
- Historical performance and accurate forecasts through 2035: The report provides a comprehensive review of market trends from past years and projects growth trajectories with precision, helping stakeholders understand the market’s evolution and future potential.
- Product innovation insights: Thorough reporting on innovative materials, functional sleepwear designs, and technological upgrades that are revolutionizing the global sleepwear industry.
- Thorough competitive landscape profiling: Well-detailed profiles of top domestic and foreign sleepwear brands, focusing on their strategies, product offerings, and market positioning.
- Regional analysis highlighting emerging opportunities: A study of the main regions and growth drivers, thus helping in the picking of high-potential markets and strategic expansion opportunities.
- An investment-oriented perspective backed by figures: Focuses on market investments, M&A, partnerships, and expansion strategies to guide strategic financial moves.
Why Choose Expert Market Research?
- Reliable insights supported by extensive field research: Results are based on thorough data gathering and confirmation from industry players.
- Data that can be used to make strategic decisions: Gives insights that help businesses in planning product launches and expansions as well as market entry strategies efficiently.
- Region-wise and product-wise analysis: Provides detailed analysis by geography, end user, and product category to facilitate targeted growth initiatives.
Call to Action
Explore the latest trends shaping the Global Sleepwear Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on global sleepwear market trends 2026.
More Insights On:
Asia Pacific Sleepwear Market
South Korea Sleepwear Market
Australia Sleepwear Market
France Sleepwear Market
Europe Sleepwear Market
India Sleepwear Market
Italy Sleepwear Market
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
In 2025, the global sleepwear market reached an approximate value of USD 14.16 Billion.
The market is projected to grow at a CAGR of 9.70% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach USD 35.74 Billion by 2035.
Key strategies driving the market include product innovation with functional fabrics, expansion of premium and lifestyle-oriented sleepwear, direct-to-consumer and online channel growth, strategic brand collaborations and licensing, regional retail expansion, and sustainability-focused product development.
The key trends of the market include the adoption of sustainable manufacturing and the growing prevalence of different types of sleepwear fashion trends.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
The leading end-users in the market are men, women, and kids.
The significant distribution channels in the market are online, supermarkets and hypermarkets, and discount stores, among others.
The key players in the market include American Eagle Outfitters, Inc., Jockey International, Inc., Wacoal Holdings Corporation, Hanesbrands Inc., Ralph Lauren Corporation, H & M Hennes & Mauritz AB, PVH Corporation, Gap, Inc., Lunya Company, Sleeper LLC, among others.
The major challenges that sleepwear market players face include high competition among established and emerging brands, fluctuating raw material costs, changing consumer preferences, regulatory compliance across regions, and the need for continual innovation to differentiate in a mature and crowded market.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by End-User |
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| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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