Petite Plume, the luxury sleepwear brand, is expanding beyond fashion to become a lifestyle brand by entering into product partnerships with companies outside of the fashion industry. This move comes as the brand celebrates its ninth year in business and continues to see success as a profitable eight-figure company. The brand aims to create a “World of Petite Plume” by designing products in various lifestyle categories to reach new audiences.
Recent collaborations include partnerships with bedding brand Parachute, holiday cards and stationary sets with Minted, and a line with French bakery and cafe Maman. Petite Plume has also ventured into the hospitality space with collections exclusive to the Colony Hotel and luxury hotel Eden Rock St. Barths.
Since its launch as a children’s pajamas brand in 2015, Petite Plume has expanded to offer sleepwear for the whole family, with products sold in over 500 stores, including Neiman Marcus, Saks Fifth Avenue, and Nordstrom. The brand’s revenue primarily comes from its direct-to-consumer channel, which they aim to further develop.
The brand’s marketing strategy includes social media ads, affiliate marketing, email, and SMS, with a focus on the fourth quarter being the most profitable. Moving forward, Petite Plume plans to continue seeking out collaborations with companies that align with their aesthetic and brand narrative. These collaborations are seen as a way to extend brand reach, build credibility, and create unique experiences for consumers.
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