"Oh, You Wore It Too"... Pajamas Sold Enough for 1 in 3 Koreans to Own

JAJU Sells 18 Million Pajamas in Total
Brand's Best-Selling Pajamas to Be Strategically Nurtured
New Product Launches and Initial Service Introduced

Shinsegae International's lifestyle brand JAJU announced on the 27th that it will strategically nurture its flagship product, 'pajamas (sleepwear)'.

Since its initial launch at the end of 2015, JAJU's pajamas have recorded cumulative sales of approximately 18 million units, becoming the nation's pajamas. This quantity is enough for one out of every three South Koreans, or roughly two sets per person for the entire population of Seoul. With the onset of COVID-19, as people spent more time at home and the 20s and 30s generation increasingly shared their daily lives wearing pajamas on social networking services (SNS), pajamas emerged as an essential purchase item.

JAJU pajamas are characterized by differentiated designs, sophisticated colors, and premium materials, rather than the basic styles typically associated with 'sleepwear.' They offer comfortable wearability, high versatility, and enough fashion sense to be worn even for light outings near home.

To strengthen competitiveness in the sleepwear sector, JAJU is launching an 'Initial Service' and introducing a large number of new spring products. At five stores?JAJU Pamie Station, COEX, Starfield Goyang, Starfield Hanam, and Shinsegae Daegu?customers who purchase pajama sets can personalize them with initials through this service. The service will be offered free of charge throughout March.

The Initial Service targets the recent consumption trend among young people known as ‘Byeoldakku’ (meaning decorating everything). As consumers increasingly express their individuality through various decorations such as Dakku (diary decorating), Shinkku (shoe decorating), and Tumkku (tumbler decorating), JAJU allows customers to engrave their own initials on pajamas. This service was temporarily offered during the JAJU rebranding popup in December last year, but due to overwhelming customer inquiries, it has been introduced as a permanent service in major stores. Gift wrapping service is also available upon request, and plans to expand the service nationwide are under consideration.

New spring pajamas are also being launched. They feature bright seasonal colors such as yellow, light pink, and lime green, and use lightweight and thin materials like seersucker, peach skin, and pure cotton.

In addition to set products like the Cozy Pajama Set, Peach Skin Set, and Cotton Stretch Set, various tops such as henley neck, round neck, sweatshirts, cropped lengths, and short sleeves, as well as bottoms in lengths of 10-bu, 7-bu, and 3-bu, including sweatpants, high-waist, and jogger fit styles, are available.

A JAJU representative from Shinsegae International said, “Since the launch, we have continuously upgraded our pajamas by actively reflecting customer reviews, opinions, and improvement points,” adding, “We will devote all efforts to marketing and sales so that JAJU becomes synonymous with pajamas and nurture it as the brand’s representative hero product.”