There’s a lot happening in Pyjamaland: Sweet Dreams Launches its 50th Store

During the day, a casual stroll on Mumbai streets will showcase stylish 20-year-olds doing their thing in chic Zara dresses, Nike sportswear, or casual H&M tops — each one with her own unique style. Yet, when night falls, they’re all slipping into sleepwear from the same brand: Sweet Dreams.

And sleep is finally getting the style statement it deserves. Sweet Dreams, India’s beloved sleepwear brand, has opened its 50th store at Infiniti Mall, Mumbai, bringing sleepwear-dedicated stores to popular shopping spots.

Founded with the simple mission to clothe every member of the family in stylish, comfortable sleepwear for 70 hours each week, Sweet Dreams is mentioned in the same breath as sleepwear. It has evolved into a key player in shaping the modern narrative of what it means to “wind down” after a long day. Sleep, once considered an afterthought in the fashion industry, has now suddenly become the “hot thing,” and Sweet Dreams is leading this cultural shift.

The newest Sweet Dreams store embraces visitors with warm interiors wrapped in the brand’s iconic Hazelnut Brown. Think fabrics so soft they rival your favorite hug, designs versatile enough for beyond bedtimes, and an attitude that makes sleepwear anything but basic.

In addition to its timeless collections, the store also celebrates the brand’s journey with a limited-time Sweet Dreams Ice Cream — an ode to the food that brings us out of bed on sleepless nights.

Speaking on the launch, Sweet Dreams Head of D2C, Mr. Parth Ruparelia, shared, “Sleepwear doesn’t need to be as boring as a plain t-shirt and printed pyjamas. At Sweet Dreams, we believe sleepwear can be as stylish, functional, and mood-enhancing as your favorite sportswear or casualwear. Our stores and website offer the finest sleepwear selections — standing tall against both national and international brands.

The opening of our 50th store marks more than just a milestone — it’s a bold step forward in our vision to bring Sweet Dreams to hundreds of locations across the country in the years to come.”

Gone are the days of boring old nighties or those hideous pyjamas we wouldn’t be caught dead in — they’ve convinced thousands across India that their nighttime looks lack the newest styles offered in pyjama sets.