Fashion brand Decjuba has officially entered the sleepwear market, debuting a range of 30 styles on its website.
The sleepwear range is initially being sold as an online exclusive range, which means it won’t be stocked across Decjuba’s 140 store portfolio.
This comes as the global sleepwear market is set to hit a value of US$25 billion by 2034, according to research firm IMARC Group, which represents a compound annual growth rate of 5.89 per cent. That is more than $10 billion on top of the US$14.7 billion recorded in 2025.
It also follows a fair few new entrants to the market, including Brett Blundy’s Leays retail business, which sells both intimates and sleepwear, as well as Victoria’s Secret switching on a locally dedicated website for Australia.
Meanwhile, Australia’s own Peter Alexander business has been seeing strong growth in the local market over the last few years. Peter Alexander's annual sales have more than doubled since FY19 and are continuing to grow into FY26 despite a softer retail backdrop. Annual sales are on track to deliver another record in FY26, following strong growth in the first half when sales lifted 4.9 per cent to $312.3 million.
Decjuba CEO Audrey Nania said the brand is entering sleepwear with a clear point to view: filling a gap in the fashion market.
“It’s about giving our customer something she didn’t realise was missing — pieces that feel as good as they look, at exceptional value,” Nania said.
The launch marks a strategic expansion for Decjuba, which currently sells apparel across women’s and kid’s, alongside a dedicated denim collection.
According to Decjuba, while sleepwear is typically a low-consideration purchase, the brand is leveraging strong customer trust to shift behaviour, encouraging customers to see sleepwear as a wardrobe category worth investing in.
Decjuba invited its customers from its loyalty program ‘Decjuba Insiders’ to trial the sleepwear range ahead of launch, releasing it first to this community to test and provide feedback. The response was “overwhelmingly positive”, with loyal customers highlighting both comfort and versatility.
“With Decjuba Sleep, we’re positioning ourselves as the go-to destination for customers seeking pieces that feel special and affordable — whether they’re buying for themselves or gifting to someone else,” Nania said.
The sleepwear range is available across four fabrications — ribbed, pointelle, jersey and woven cotton — with prices starting at $39.95.