Softies

What Softies does

Softies is a privately held direct-to-consumer apparel company headquartered at 6573 Warren Drive, Norcross, Georgia, that designs, sources, and sells luxury loungewear, sleepwear, robes, cardigans, and accessories under the Softies and Softies PJs trade names. The company's core technology is a portfolio of proprietary fabric constructions — including Marshmallow Fabric, DreamPlush, Dream Jersey, DreamTech, Soft Sleep modal blend, and Terry — each trademarked and engineered for specific tactile, breathability, and durability characteristics, with claims of no-pilling, no-fading, no-shrinkage and improving softness with repeated washing. Products are priced across an accessories-to-premium-outerwear ladder (socks from ~$16, lounge sets $108–$160, robes $116–$145, jackets up to $139) and are organized into fabric-defined sub-brand collections such as Marshmallow, DreamTech, Dream Jersey, Terry, Soft Sleep, Pointelle, Mix + Match, and Travel.

Softies generates revenue through unit-priced direct sales on its own e-commerce storefront at softiespjs.com, supplemented by wholesale distribution through the Faire marketplace and social commerce via Facebook Shop, with affiliate marketing operated on the Impact platform. The customer base is primarily women seeking premium, durable comfort wear that transitions from home to public settings, with secondary segments in men's loungewear, gift purchasers, and frequent travelers; the company also serves the home category with blankets, pillowcases, and a co-branded laundry care line (All Day Wash detergent and All Day Gentle fabric softener) developed with The Fill. Pricing is one-time transactional across product tiers with periodic promotional discounting (e.g., 20% sitewide sale, bundle offers), and inclusive sizing from XS through 3X is offered.

Distribution is currently limited to the United States and Canada, with no disclosed retail, wholesale, or licensing partners beyond Faire and the charitable partnership with the Leukemia & Lymphoma Society. The company has operated for nearly two decades and has been featured on Oprah's Favorite Things for nine consecutive years (2017–2024), a credential the brand markets prominently alongside earned media coverage in Forbes, Cosmopolitan, InStyle, People, Harper's Bazaar, Glamour, Elle, Good Housekeeping, and other major publications.

Name

Softies

Legal name

Softies

Website

https://softiespjs.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Softies is a privately held, Norcross, Georgia-based direct-to-consumer luxury loungewear and sleepwear brand serving primarily women and, increasingly, men through proprietary ultra-soft fabrics, distributed via its own e-commerce platform, Faire wholesale, and Facebook Shop.

Ownership category

akta.pro rank

Product category

Luxury Loungewear and Sleepwear

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Loungewear (Home Comfort Basics) (CRAAAIAF)

akta.pro secondary industries

Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Luxury loungewear
• Women's sleepwear
• Premium pajamas
• Comfort apparel
• Proprietary fabrics

Headquarters

HQ city

Norcross

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Softies sells its luxury loungewear, sleepwear, robes, and accessories directly to consumers through its e-commerce platform. Products are sold as one-time purchases with prices ranging from approximately $16 for socks to $139 for premium jackets. The company offers product bundles and gift cards.
2. Wholesale Distribution: Softies distributes products through wholesale channels via the Faire marketplace platform, allowing retailers to stock their products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Softies designs, manufactures, and sells luxury loungewear, sleepwear, robes, and accessories for women and men using proprietary fabric technologies (Marshmallow, DreamPlush, Dream Jersey, DreamTech, Soft Sleep Modal, and Terry). The company's core offering is a portfolio of premium comfort apparel sold primarily direct-to-consumer through softiespjs.com, with wholesale distribution through the Faire marketplace, complemented by co-branded laundry care products and gift cards.

Product overview

Softies is a luxury loungewear, sleepwear, and robes company offering a unified portfolio of comfort-focused apparel. The core product line spans women's and men's categories with four main product types: loungewear, sleepwear, robes, and accessories. The company differentiates through proprietary signature fabrics organized into sub-brand collections including Marshmallow (signature ultra-soft fabric), DreamTech (structured everyday comfort), Dream Jersey (ultra-lightweight), Terry (plush terry for warm weather), Soft Sleep (modal blend), Pointelle (lightweight knits), and Travel. Add-on laundry care products (detergent, fabric softener) support the fabric care ecosystem. Products are sold through the company's e-commerce platform with wholesale availability through FAIRE. The company has maintained Oprah's Favorite Things recognition for 9 consecutive years.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Loungewear Luxury women's loungewear designed for all-day comfort and versatility, featuring Softies' signature Marshmallow and DreamPlush fabrics that transition from home to errand-running.
• Women's Sleepwear Luxury women's pajamas and sleepwear in soft, breathable fabrics designed for comfortable nighttime wear, including PJ sets, short sets, nightgowns, and sleep shirts.
• Women's Robes Luxury women's robes and wraps in plush and lightweight styles using signature fabrics including Dream Jersey, Marshmallow, and Serenity Shear Mink.
• Cardigans & Jackets Soft layering pieces including cardigans, wraps, and jackets made from Softies' signature fabrics for cozy everyday wear.
• Accessories Loungewear accessories including socks, blankets, beanies, eye masks, slippers, and pillowcases made from ultra-soft Marshmallow fabric.
• Men's Loungewear Men's loungewear including hoodies, sweatshirts, pants, shorts, shirts, sleepwear, and robes designed with DreamTech, Marshmallow, and Ultra Dream fabrics.
• Home Collection Home textiles including blankets, pillow cases, and laundry care products featuring Softies' signature soft fabrics.
• Marshmallow Collection Signature fabric collection featuring proprietary ultra-soft Marshmallow fabric — lighter than fleece, buttery soft, designed to improve with every wash and Oprah-approved for cloud-like softness.
• DreamTech Collection Elevated everyday comfort collection with buttery-soft, breathable, smooth-structured fabric designed for on-the-go wear, travel, and versatile styling.
• Dream Jersey Collection Ultra-lightweight fabric collection with barely-there feel and gentle stretch, known for exceptional softness and year-round comfort.
• Terry Collection Signature terry fabric collection with plush, high-pile comfort inspired by classic towel texture, reimagined for resort-style warm-weather loungewear.
• Soft Sleep Collection Modal blend sleepwear collection with buttery-smooth, lightweight comfort featuring fluid drape for luxury nighttime wear.
• Pointelle Collection Lightweight pointelle knit collection with mix-and-match separates designed for effortless everyday dressing, featuring lettuce-edge details.
• Travel Collection Breathable, packable loungewear designed for modern travelers, featuring versatile pieces for flights and destination relaxation.
• Oprah's Favorite Things Collection Curated collection of Oprah-endorsed styles that have earned a place on her annual list for 9 consecutive years, featuring signature softness and lasting quality.
• All Day Wash Laundry Detergent Gentle laundry detergent co-branded with The Fill, specially formulated to maintain the softness and quality of Softies fabrics wash after wash.
• All Day Gentle Fabric Softener Fabric softener co-branded with The Fill, designed to maintain the signature softness of Softies garments, keeping pieces feeling like the first wear.
• Gift Cards Digital and physical gift cards available in various denominations for gifting Softies products.

Quantifiable outcome

• Fabrics maintain softness and shape after 100+ washes
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered minor, core and supporting.

• Leukemia & Lymphoma Society (LLS)minorOthersSofties is a proud partner of the Leukemia & Lymphoma Society, supporting their mission through charitable giving and awareness initiatives.
• The FillcoreStrategic or Co-development PartnerCo-branded laundry product line including All Day Wash laundry detergent and All Day Gentle fabric softener, specifically formulated for Softies' proprietary fabrics to preserve softness and quality wash after wash.
• FairesupportingChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling independent retailers to discover and purchase Softies products for resale.
• ImpactsupportingGTM or Marketing PartnerAffiliate marketing platform powering Softies' referral and affiliate program, enabling partners to earn commissions by promoting Softies products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cozy Earth: Premium bamboo-based bedding, loungewear, and sleepwear brand with strong DTC presence. Comparable in ultra-soft fabric positioning, premium pricing, and broadening into adjacent home categories.
• Hill House Home: DTC-forward lifestyle brand known for the Nap Dress and home/loungewear categories. Comparable in premium positioning, gifting strength, and editorial-driven brand building with female consumer focus.
• Eberjey: Premium DTC sleepwear and loungewear brand focused on ultra-soft, comfortable fabrics for women and men. Closely comparable to Softies in product categories, premium pricing positioning, and emphasis on fabric-driven differentiation.
• Lunya: Luxury DTC sleepwear and loungewear brand selling premium PJs, robes, and washable silk products. Highly comparable in gifting focus, premium price points ($100-$250 sets), and fabric innovation emphasis.
• Olivia Von Halle: Luxury British sleepwear and loungewear brand with premium price points ($150-$400 sets). Comparable in fabric innovation, gifting/category positioning, and high-end editorial distribution.
• Barefoot Dreams: Luxury ultra-soft loungewear, blankets, and accessories brand with strong celebrity and gifting presence. Comparable in tactile fabric technology, premium positioning, and Oprah/celebrity endorsement affinity.
• Desmond & Dempsey: Premium printed sleepwear and loungewear brand for men and women. Comparable in high-end DTC positioning, couples/gifting marketing, and use of distinctive fabric treatments.
• Lake: DTC family sleepwear and loungewear brand with strong multi-generational and gifting positioning. Comparable in women's PJs, inclusive sizing, and direct-to-consumer focus with family/occasion-based marketing.

Emerging players

• Sleeper: DTC luxury sleepwear and loungewear brand with playful, fashion-forward designs. Comparable in DTC distribution model, premium positioning, and growing gifting vertical.

Broad incumbents

• Natori: Established lingerie and sleepwear brand with broader apparel and home categories. Comparable in women's sleepwear and loungewear product lines, premium department store distribution, and inclusive sizing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/PaddiMurphySofties
• Facebookfacebook.com/SoftiesPJs
• Instagraminstagram.com/softiespjs
• Pinterestpinterest.com/softiespjs
• LinkedInlinkedin.com/company/softies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Softies