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An Australian business woman has revealed how she increased the turnover of her pyjama empire by 200 percent over 2020 – despite the global pandemic wreaking havoc across the globe.
Ingrid Bonnor, the Gold Coast based founder of loved Aussie bedroom label Homebodii, said there were calls for a new kind of loungewear last year – and the market has continued to grow into this year.
‘People want to renovate their wardrobes so they feel good when they are at home,’ she told Daily Mail Australia.
Ingrid Bonnor (pictured), the Gold Coast based founder of loved Aussie bedroom label Homebodii, said there were calls for a new kind of lounge wear last year – and the market has continued to grow into this year
‘We are spending more time inside our four walls, working, spending time with our families and people want their lounge wear to reflect that.’
‘We are spending more time inside our four walls, working, spending time with our families and people want their lounge wear to reflect that.’
In fact the most popular items appear to be the more versatile range.
‘We have brought out a collection which can take you from the bedroom, to the beach or even boardroom,’ she said.
Homebodii started in 2005 when Ingrid re-designed bridal bedroom wear – so women could feel beautiful from the moment they woke up on their big days.
But where this market died down their newer more versatile range exploded.
Women want more versatile lounge wear pieces they can wear out and about – as well as in the bedroom or when they are working from home
‘People are becoming more confident about weddings now and we are slowly seeing those numbers grow,’ she said.
The mum-of-two says the fact her sleepwear and lounge wear sets are limited is a huge incentive for fashion lovers.
For example the new range with Australian artist Jai Vasiek has been hugely popular – and will never be repeated.
‘We only did 300 units of the style with the Jai, we will not re-cut it so people will know they have one of 300.’
The brand is becoming hugely popular – and recently saw a 200 percent increase in sales – despite one of their key lines – wedding wear – taking a hit as brides cancel their big days
‘We have brought out a collection which can take you from the bedroom, to the beach or even boardroom,’ Ms Bonnor said
‘We want people to know they have something special,’ she said.
At the beginning of COVID the brand looked like it could be in trouble – when most wholesalers pulled out overnight.
But that market recovered fully.
In addition to this Mrs Bonnor said there was a ‘surge’ of spending over the holiday season.
‘We had a really good Christmas, it was a great way to end the year,’ she said.
The mum-of-two says the fact her sleepwear and lounge wear sets are limited is a huge incentive for fashion lovers – their linen pieces have been very popular, pictured
‘It was a combination of things, from the economy picking up slightly, to people staying home and having more money for gifts because they aren’t travelling.’
The brand confidence has grown along with the impressive sales figures.
So Homebodii is looking to expand and will be offering a physical store in Sydney by the middle of 2021.
Currently they only have one store, in Queensland.
Some people are replacing all of their lounge wear with stylish options as people spend more time around the house – this woman posted about swapping all her pyjamas for Homebodii
The brand first became popular with brides and bridal parties – helping women feel beautiful from the moment they wake up on their big day
‘This is in response to our customers,’ she said.
‘A lot of people travel to come and see us – they want the experience we offer in their home town – so we are looking to replicate that,’ she said.
Mrs Bonnor said she prides herself on being able to deliver quality, designer items at an achievable price point.
‘When people come in they are expecting us to be expensive,’ she said.
However their collection generally falls between $89 and $129 – excluding some of the silk and lace bridal range.
