Plain Jane
- Company typePrivate
- Founded2015
- HeadquartersGilbert, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Plain Jane firmographics
Firmographics- Name
- Plain Jane
- Legal name
- Plain Jane
- Website
- https://shopplainjane.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Plain Jane industry classification
Industry- Product category
- Children's & Women's Sleepwear and Loungewear
- NAICS
- Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (3152), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Sleepwear & Loungewear Cut & Sew (IMAOAEAI)
- akta.pro secondary industries
- Children’s & Infant Apparel Cut & Sew (IMAOAEAJ), Toddler Apparel (2T–5T) (CRAAAHAB)
Keywords
Where Plain Jane is headquartered
LocationHeadquarters
- HQ city
- Gilbert
- HQ country
- United States
- HQ region
- North America
Markets served
Plain Jane business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: One-time product sales through owned e-commerce storefront, including pajamas, dresses, and children's products. Sales are primarily one-time purchases with occasional promotional codes like JULY for 30% off.
- Wholesale Distribution: B2B wholesale sales through Faire marketplace, allowing retailers to purchase Plain Jane products for resale.
- Affiliate/Referral Program: Community affiliate program through Dovetale where creators earn rewards for promoting Plain Jane products on social media.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Play Sets and PJ Sets for kids |
| Unit Pricing | Pay-as-you-go | Steve the Star Children's Book |
| Transaction based/ take rate | Pay-as-you-go | Kids PJs promotional pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Plain Jane product offering
Product offeringCore offering
Plain Jane designs and sells premium children's pajamas, daywear, women's loungewear and dresses, and the children's book "Steve the Star." Products are manufactured from a proprietary blend of 94% Modal and 6% Spandex fabric with pre-shrunk treatment, sold primarily direct-to-consumer through its Shopify storefront and supplemented by wholesale distribution via Faire.
Product overview
Plain Jane is a female-founded children's and women's sleepwear and loungewear brand offering pajamas, play sets, daywear, and dresses. The product portfolio centers on Kids Pajamas (buttery soft modal/spandex blends), Kids Daywear, and Women's Pajamas/Dresses (including the signature 24 Hour Dress). Seasonal collections include Birthday Collection (Confetti Pointelle), Americana Collection, and limited holiday releases like Christmas in July. Recent products include Short Sleeve PJ Sets and Play Sets available in various patterns like Navy Picnic, Cherry Stars, and Cloud Dot. The company also offers a children's book 'Steve the Star.' All products emphasize comfort, durability, and family-focused cozy moments.
Differentiator
Problem solved
Functional benefit
Products and services
- Kids Pajamas
Quantifiable outcome
- Pajamas outlast every other set owned
- +2 more outcomes
Companies that use Plain Jane
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Plain Jane technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature4 records
Plain Jane partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Hazel VillagecoreCollaboration creating mini Plain Jane dresses for Hazel Village dolls. The partnership featured matching outfits for children and their dolls, with special knot-design allowing easy outfit changes. Featured dresses included Mustard Twill Stripe Shift Dress, Red Color Block Shift Dress, and Cream and Dotted Cherry Bell Sleeve for dolls.
- FairecoreWholesale marketplace partnership allowing retailers to purchase Plain Jane products through Faire.com/direct/plainjane for resale. Enables B2B wholesale distribution.
- DovetalecoreAffiliate and influencer platform hosting Plain Jane's community creator program. Allows family-focused content creators to apply, receive discount codes, gifting opportunities, and earn rewards for social media promotion.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Plain Jane competitors and assessment
Company assessmentEmerging players
- Slipintosoft: DTC silk and modal sleepwear brand with a focus on comfort, softness, and gifting for women. Comparable on modal-based fabric story and women's sleepwear/loungewear adjacency, though more weighted to adult sleepwear than kids.
Direct peers
- Hanna Andersson: Premium children's apparel and family sleepwear brand known for soft pajamas and matching family sets. Directly comparable to Plain Jane on category (kids + family PJs), premium fabric positioning, and DTC-plus-retail distribution.
- Posh Peanut: DTC children's and family matching pajama/apparel brand with a strong seasonal collection cadence and influencer-led community. Closely mirrors Plain Jane's product mix (kids PJs, family matching, seasonal drops) and creator-driven GTM.
- Primary: DTC kids' basics brand offering colorful, high-quality everyday clothing with a no-logo, parent-friendly value proposition. Comparable on DTC kids' apparel, modern brand voice, and direct-to-consumer ecommerce.
- Kyte Baby: Soft, sustainable bamboo-based baby and kids sleepwear and clothing brand with strong sensitive-skin positioning. Overlaps Plain Jane on fabric-led differentiation, eczema-friendly claims, and DTC + influencer marketing.
- Monica + Andy: Soft, organic baby and kids apparel brand with a focus on comfort, sensitive skin, and gifting. Comparable to Plain Jane on fabric quality narrative, parent-focused positioning, and DTC ecommerce.
- Petite Plume: Premium children's sleepwear brand built on soft, high-quality fabrics (cotton, modal) with a heritage, classic aesthetic. Directly comparable on premium kids' PJs, fabric quality story, and DTC-plus-boutique-wholesale model.
- Burt's Bees Baby: Baby and kids clothing brand emphasizing organic cotton and gentle-on-skin fabrics. Comparable to Plain Jane on comfort-led, sensitive-skin messaging and family-friendly product assortment, though at a broader scale.
Broad incumbents
- L.L.Bean Kids Sleepwear: Established American retailer with a long-running kids' flannel pajama program. Competes with Plain Jane on family sleepwear and matching PJs but at much larger scale and across multiple product categories.
- Carters / OshKosh: Mass-market leader in children's apparel including sleepwear. Competes broadly with Plain Jane in the kids' pajamas category at lower price points and much wider distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Plain Jane social profiles
Digital presencePlain Jane financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plain Jane leadership team
Management profileNumber of profiles
Profiles1 record
Plain Jane funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plain Jane M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plain Jane
What does Plain Jane do?
Plain Jane designs and sells premium children's pajamas, daywear, women's loungewear and dresses, and the children's book "Steve the Star." Products are manufactured from a proprietary blend of 94% Modal and 6% Spandex fabric with pre-shrunk treatment, sold primarily direct-to-consumer through its Shopify storefront and supplemented by wholesale distribution via Faire.
Is Plain Jane a public or private company?
Plain Jane is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plain Jane founded?
Plain Jane was founded in 2015. It employs 1 to 10 people.
Where is Plain Jane based?
Plain Jane is headquartered in Gilbert, United States, in the North America region.
How does Plain Jane make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and affiliate/Referral Program.
Who are Plain Jane's main competitors?
Slipintosoft is listed as an emerging player. Direct peers are Hanna Andersson, Posh Peanut, Primary, Kyte Baby, Monica + Andy, Petite Plume and Burt's Bees Baby. Broad incumbents are L.L.Bean Kids Sleepwear and Carters / OshKosh.
Does Plain Jane have an API?
No public API is recorded for Plain Jane.
What industry is Plain Jane in?
Plain Jane's product category is Children's & Women's Sleepwear and Loungewear. Its primary akta.pro industry code is IMAOAEAI, Sleepwear & Loungewear Cut & Sew, with a secondary code of IMAOAEAJ, Children’s & Infant Apparel Cut & Sew. Its NAICS code is 315 and its SIC code is 2300.