What Pijama does

Pijama (legal entity: REN ELEKTRONİK HİZMETLER LTD. ŞTİ.) is a Turkish direct-to-consumer e-commerce platform operating exclusively online at pijama.com.tr, founded in 2009 as part of Ren Group Ltd. Şti. The company positions itself as Turkey's largest online pajama store, aggregating a multi-brand assortment spanning home wear, nightgowns, bras, robes, underwear, maternity and postpartum wear, men's innerwear, shapewear, beachwear, and lingerie from brands including Pierre Cardin, U.S. Polo Assn., DAGI, Penye Mood, Kom, Arnetta, NBB, and Loya. The storefront is built on the T-Soft third-party e-commerce platform, integrating 128-bit SSL-encrypted bank virtual POS terminals (Finansbank, Akbank, Yapıkredi) for credit card, EFT/havale, and cash-on-delivery payments, and serves customers across all Turkish provinces through Yurtiçi Kargo for outbound fulfillment and Aras Kargo for returns, with discreet packaging protecting privacy for intimate apparel orders.

The platform serves primarily female consumers, with secondary segments in men, families/couples, and pregnant/postpartum women, offering specialized plus-size (büyük beden), maternity (hamile), and postpartum (lohusa) categories often under-served by physical Turkish retailers. The business model is unit-pricing-based one-time product sales priced in Turkish Lira, ranging from approximately 599 TL entry-level basics to 5,990 TL premium items, with free shipping thresholds (999 TL standard, 500 TL promotional), a HOSGELDIN first-order 10% discount code, and 20% seasonal discounts. Customer acquisition relies on digital channels — blog content, six social media platforms (Facebook, Instagram, Twitter, Pinterest, YouTube, Google+), and email newsletter — with no physical retail presence and no disclosed third-party marketplace listings.

The company operates with 13 employees from a registered office in the Sirkeci/Fatih district of Istanbul, holds no disclosed external funding or institutional investment, and generates revenue through transactional retail with no subscription, SaaS, or recurring contract layer. No mobile app, public API, AI/ML capabilities, patents, or certifications are disclosed.

Name

Pijama

Legal name

REN ELEKTRONİK HİZMETLER LTD. ŞTİ.

Website

https://pijama.com.tr

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Pijama is a Turkish direct-to-consumer e-commerce retailer operating pijama.com.tr since 2009, selling multi-brand sleepwear, intimate apparel, and beachwear to consumers across Turkey via a T-Soft-powered online storefront and nationwide Yurtiçi Kargo fulfillment.

Ownership category

akta.pro rank

Product category

Online Sleepwear and Intimate Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Fast Fashion Intimates & Sleepwear (CRAAAGAH)

Keywords

• Online sleepwear retail
• Intimate apparel e-commerce
• Multi-brand apparel marketplace
• Maternity and postpartum wear
• Turkish consumer apparel

Headquarters

HQ city

Istanbul

HQ country

Türkiye

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Product Sales (E-commerce): Pijama.com.tr generates revenue through direct online retail sales of sleepwear, innerwear, lingerie, beachwear, maternity wear, and corsetry products. The platform operates as a multi-brand online marketplace aggregating products from brands such as Pierre Cardin, U.S. Polo Assn., DAGI, Penye Mood, Kom, Arnetta, NBB, Loya, and others. Revenue is derived from one-time product transactions at listed prices, with additional revenue from shipping fees for orders below the free shipping threshold.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Pijama.com.tr operates an online-only, direct-to-consumer e-commerce platform that aggregates and retails sleepwear, intimate apparel, maternity/postpartum wear, men's underwear, shapewear, and beachwear from multiple Turkish and international brands (including Pierre Cardin, U.S. Polo Assn., DAGI, Penye Mood, Kom, Arnetta, NBB, and Loya). The catalog spans ten main departments covering pajamas, nightgowns, bras, robes, underwear, maternity, men's innerwear, shapewear, beachwear, and fantasy lingerie, with extensive plus-size and specialty offerings, shipped nationwide with discreet packaging.

Product overview

Pijama.com.tr is Turkey's largest online pajama and underwear store, operated by Ren Group Ltd. Şti. The platform functions as an e-commerce marketplace that aggregates multiple brands (Pierre Cardin, U.S. Polo Assn., Kom, Arnetta, DAGİ, and others) across a unified online shopping experience. The product portfolio spans three main areas: home/loungewear (pajamas, robe sets), intimate apparel (bras, underwear, shapewear), and beachwear (swimsuits, bikinis, burqinis). Pijama.com.tr is online-only with no physical retail locations, and the site is built on the T-Soft e-commerce platform infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Ev Giyim (Home Wear / Pajamas) Home wear and pajama department including pajama sets, loungewear sets, polar pajamas, velvet pajamas, shorts pajamas, mother-daughter (Anne Kız) matching sets, father-son (Baba Oğul) matching sets, plus-size (Büyük Beden) pajamas, three-piece postpartum (Lohusa) pajama sets, sweatsuit (eşofman) sets, and shirt pajamas, targeting women, men, children, and families across Turkey.
• Gecelik (Nightgowns / Nightwear) Nightgown and nightwear collection including sexy nightgowns, babydolls, bodysuits, nightgown sets, satin nightgowns, cotton (penye) nightgowns, garter nightgowns, nightgown dresses, combinations (kombinezon), and postpartum (lohusa) nightgowns for women.
• Sütyen (Bras) Bras department including transparent, silicone, plus-size, underwired, bustier, push-up, wireless, seamless, strapless, strapless variants, bra sets, supported and unsupported bra sets, and shaping bras, targeting women across Turkey.
• Sabahlık (Robes / Morning Gowns) Morning robe and gown collection including satin robes, polar robes, cotton (penye) robes, and nightgown-robe sets, targeting women.
• Külot (Women's Underwear / Panties) Women's underwear including boxer briefs, plus-size panties, Brazilian panties, seamless panties, silicone panties, slip panties, shorts panties, and string panties.
• Hamile & Lohusa (Maternity & Postpartum Wear) Maternity and postpartum wear including maternity pajamas, maternity bras, maternity nightgown-robe sets, postpartum (lohusa) three-piece pajama sets, and nursing pajamas, targeting pregnant women (hamile) and new mothers (lohusa).
• Erkek İç Giyim (Men's Underwear and Sleepwear) Men's underwear, sleepwear, and loungewear including men's thongs, undershirts (atlet), boxers, socks, corsets, pajamas, briefs, slips, T-shirts, robes (robdöşambr), and plus-size men's items, plus father-son (Baba Oğul) matching pajamas.
• Korsey (Shapewear) Shapewear including body corsets, seamless corsets, skirt corsets, panty corsets, and legging corsets for women, plus men's corsets.
• Plaj & Mayo Bikini (Beachwear, Swimsuits and Bikinis) Beachwear and swimwear collection including semi-covered (Yarı Kapalı) and full-coverage (Tam Kapalı) swimsuits, shapewear swimwear, plus-size swimwear, men's swim trunks, burqinis (haşema), women's swimsuits and bikinis, tankinis, men's beachwear, and beach bags (Plaj Çantası).
• Fantezi İç Giyim (Fantasy / Lingerie) Fantasy and lingerie wear including men's fantasy underwear, fantasy stockings, plus-size fantasy lingerie, fantasy costumes, and garter belt sets.

Quantifiable outcome

• Orders shipped within 1-3 business days
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Yurtiçi KargocoreChannel Partner/ Reseller/ DistributorPrimary domestic shipping and logistics partner. Yurtiçi Kargo provides nationwide delivery services for all customer orders from Pijama.com.tr. Orders are shipped with discreet plain boxes labeled 'Ren Elektronik Hizmetler' with 'tekstil' content declaration to protect customer privacy for intimate apparel orders.
• Aras KargominorChannel Partner/ Reseller/ DistributorReturn logistics partner. Aras Kargo handles product returns and exchanges from customers. Company provides a dedicated return tracking code (1302809361137) for customer use. Customer pays return shipping for standard returns; company covers return shipping for defective or incorrect items.
• T-SoftcoreTechnology or IntegrationE-commerce platform infrastructure provider powering pijama.com.tr. T-Soft provides the storefront technology, website infrastructure, and e-commerce system. The site footer credits 'T-SOFT E-ticaret Sistemleri' (T-Soft E-commerce Systems) as the platform powering the website. T-Soft also provides themes and design solutions for the e-commerce site.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Hepsiburada: Major Turkish e-commerce marketplace with a dedicated innerwear, sleepwear, and beachwear assortment. Comparable as a multi-category online destination for the same Turkish consumer buying intimate apparel.
• Trendyol: Turkey's largest e-commerce marketplace, offering intimate apparel, sleepwear, and beachwear alongside a much broader assortment. Comparable because it competes head-on for the same Turkish online shopper seeking pajamas, underwear, and lingerie, though at vastly greater scale.
• Madame Coco: Turkish specialty retailer of home textiles, loungewear, sleepwear, and intimate apparel with a strong online presence. Comparable because it occupies a similar specialist niche in Turkish online sleepwear and innerwear retail.
• N11: Turkish multi-category online marketplace carrying pajamas, underwear, and lingerie brands. Comparable because it competes for the same DTC online shopper in Turkey across overlapping intimate-apparel categories.

Broad incumbents

• Mavi: Turkish denim and apparel brand with sleepwear and innerwear extensions sold online and through retail. Comparable as a Turkish fashion brand overlapping into sleepwear and intimate apparel categories.
• Koton: Turkish mass-market apparel chain with online and physical stores that carries sleepwear, underwear, and beachwear. Comparable because it sells overlapping categories to a similar Turkish mass-market customer, but with a much broader assortment.
• DeFacto: Turkish apparel retailer offering innerwear, sleepwear, and beachwear across physical and digital channels. Comparable as a broad Turkish apparel incumbent serving a similar customer base with overlapping product lines.
• LC Waikiki: Turkish-origin apparel retailer with extensive sleepwear and innerwear categories across physical and online channels. Comparable as a Turkish incumbent offering overlapping sleepwear and intimate apparel, but as part of a much broader mass-market assortment.
• İpekyol: Established Turkish fashion retailer with sleepwear, nightwear, and lingerie subcategories alongside its main apparel line. Comparable as a Turkish omni-channel player with overlapping intimate-apparel offerings, though broader in scope.
• Victoria's Secret: Global lingerie and sleepwear brand with growing e-commerce presence. Comparable because it operates in the same intimate-apparel and sleepwear categories Pijama serves, though as a global premium brand rather than a multi-brand aggregator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pijama_com_tr
• YouTubeyoutube.com/channel/UCCEqHZAJ32eW9cbm8ofQ2OA
• Facebookfacebook.com/pijama.com.tr
• Instagraminstagram.com/pijama.com.tr
• Pinterestpinterest.com/pijamacomtr
• LinkedInlinkedin.com/company/pijama-com-tr

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 Pijama