Australian sleepwear brand Papinelle has reported a 31% increase in sales for autumn/winter 2026, driven by demand for its natural, high-quality fabrics and feminine designs. The Sydney-born label, now in its 23rd year, has become the number-one-selling sleepwear brand at David Jones and is stocked in US retailers including Saks Fifth Avenue, Nordstrom, and Victoria’s Secret.
Papinelle CEO John Kelly attributed the growth to a deep understanding of customer needs, focusing on everyday wind-down rituals and gifting. He noted the brand’s investment in natural fibres and breathable materials, which customers increasingly value. The company offers over 300 styles and a 365-night returns policy, a rarity in the sleepwear category.
Customer reviews highlight the comfort and quality of the products. One shopper described a set as “silky and soft to wear, cool and breathable for muggy Sydney nights,” while another praised a best-selling set for its “silky and sophisticated” feel. Popular items include the Super Soft Waffle Full Length PJ Set ($114.95) and the Houndstooth Cosy Full Length PJ Set ($139.95).
Papinelle began at Sydney’s Paddington Markets in 2003 and has since expanded to leading US retailers. The brand’s focus on accessible pricing and premium design has set it apart in the market, with many items receiving close to five-star ratings.
