Quick Facts
- Lake opened new stores in Charlotte and Palm Beach in 2025 as part of its retail expansion strategy
- The company launched day dresses and caftans beyond its core sleepwear business, with plans for annual sweater collections
- Lake generates $5.5 million in revenue with 37 employees and plans to open one to two stores per year
Lake Pajamas is expanding beyond the bedroom with new product categories and retail locations as sleepwear brands capitalize on the growing “Day-Jama” trend.
The Savannah-based company opened a 1,800-square-foot store in Charlotte, North Carolina in September 2025 at Specialty Shops SouthPark. Lake also launched a Palm Beach location in November 2025. The brand now operates stores in Atlanta, Charleston, Charlotte, Southampton, and Palm Beach.
“Charlotte has embraced our brand from the beginning, and we’re excited to now offer a space where she can experience LAKE in person,” said Anne Read Lattimore, Lake’s co-founder and CEO.
Lake has moved beyond pajamas with day dresses and caftans launched during spring and summer seasons. The company plans to make sweaters an annual offering. Co-founder Cassandra Cannon said the brand is embracing its identity as a fashion company.
“Over the years, we have shied away from calling ourselves a fashion brand, but that is what we are,” Cannon said.
The expansion reflects broader industry trends. Consumers increasingly buy sleepwear that doubles as daywear, with coordinated pajama sets designed for sophisticated public wear becoming the “Day-Jama” trend of 2025.
Lake competes in a sleepwear market projected to grow from $15.7 billion in 2025 to $39.29 billion by 2035. The sleepwear set segment shows the fastest growth, driven by coordinated outfits and giftable products.
Founded in 2014 by Cannon and Lattimore, Lake generates $5.5 million in revenue with 37 employees. The company counts Jennifer Garner, Brie Larson, and Cindy Crawford among its celebrity customers.
Lake plans measured expansion with one to two store openings annually. “We’re not rushing, but hoping to find real estate that aligns with aesthetic, community, and long-term relevance,” Lattimore said.
The brand differentiates itself through lifestyle marketing, showing models wearing pajamas while driving boats or riding bikes. This approach helps distinguish Lake from retailers like Victoria’s Secret and J.Crew that sell sleepwear but don’t specialize in it.
Read more: Can Lake Translate Success in Sleepwear Outside the Bedroom?
