Four Seasons Launches Pajamas With Millennials in Mind
While many aspire to indulge in a Four Seasons stay, there is now a consolation prize for those who can’t — Four Seasons pajamas.
This is new terrain for the luxury hotel operation, which has 133 properties in 47 countries. Offered under the Four Seasons at Home umbrella, the new sleepwear is expected to appeal to Millennial guests in the U.S., who see that and “loungewear as an area of continual interest,“ according to senior vice president of marketing Ben Hallam.
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That demographic accounts for a large user base and a key focus for Four Seasons moving forward. In addition, sleepwear sales are expected to climb from $12.1 billion to $18.6 billion by 2028, according to research from the IMARC Group.
Diving into the world of slumber is not a folly, considering the high-end hotelier started selling its signature mattresses in 2015 and also now offers pillows, duvets, sheets, throws, blankets and other bedding, which made pajamas a natural next move. It also plays into how many guests are increasingly recognizing how sleep is essential to a person’s well-being and a holistic lifestyle, Hallam said.
Just as many retailers offer customers products from haute couture to fragrances and sunglasses, the Four Seasons is taking a similar tack with its retail. About 50 percent of Four Seasons at Home shoppers have not stayed in a Four Seasons property, according to Hallam. “For us, this is a new way for people to experience the brand at home and interact with Four Seasons without necessarily having to make that jump to stay with us, fly with us or sail with us,” he said.
Hallam said, “Essentially, what we’re trying to do is to create a luxury ecosystem for the brand. You have seen that in the brand extending into the Private Jet Experience [in 2015], and Four Seasons Yachts, which debuts in the Caribbean in January 2026, as well as Four Seasons at Home brand that we opened in 2019. The idea is to capture the best of what the Four Seasons is known for — iconic hospitality, but to be able to offer that to every spectrum of our guests.”
Currently Four Seasons has 60 projects at various stages of development, with the company typically working on a lead time of five years in advance. Another hub of potential shoppers is Four Season Private Residences, which has nearly 6,000 units in 55 properties in 29 countries. Before the year winds down, a 56th locale will open in Bahrain Bay, bringing number of countries with residences to 30.
In line with its creative philosophy of “lighthearted luxury,” the pajama sets hint at Four Seasons’ traditional hospitality roots. The plan is to delve into product innovation two or three times a year, and do potential collaborations. “From my perspective, this is just the start of what could blossom into a much broader retail opportunity,” he said.
The $285 pajama sets are offered in oxford sateen cotton twill fabric. Overnighters or fans of the brand can find an oversize shirt with piped trim and the Four Seasons logo embroidered on the chest pocket paired with button-fly pants with a drawstring and piping along the leg. There is also a more tailored set. The pajamas are offered in two different color waves — white with Turkish silver piping, and Balinese pearl with white piping.
The pajamas are available at Four Seasons’ online store and in select locations in the U.S. and Canada. The bulk of the hotels that will carry the sleepwear will do so through their on-site spas or gift shops. After a four-year refurbishment, Four Seasons New York will be unveiled on 57th Street in New York City this month, near Dior, Tiffany & Co., Bergdorf Goodman and Louis Vuitton.
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