Sweet Dreams reaches 50 India EBOs with Mumbai launch

Sleepwear label Sweet Dreams has expanded its offline presence with the launch of its 50th exclusive brand outlet in India, located at Infiniti Mall in Mumbai. The milestone marks the brand’s continued focus on finding high-footfall shopping destinations from which to retail its women’s sleepwear.

“Sleepwear doesn’t need to be as boring as a plain t-shirt and printed pyjamas,” said Sweet Dreams’ head of direct to customer retail Parth Ruparelia in a press release. “At Sweet Dreams, we believe sleepwear can be as stylish, functional, and mood-enhancing as your favorite sportswear or casualwear.”

To mark the opening, the brand introduced a limited-edition Sweet Dreams Ice Cream, underscoring its light-hearted and lifestyle-centric retail approach. The new outlet features its signature Hazelnut Brown interiors and offers a range of soft fabric sleepwear designed to mix style with comfort and cater to the whole family. Sweet Dreams has positioned itself as a key player in the emerging nightwear category and aims to harness its increasing popularity for growth. 

“Our stores and website offer the finest sleepwear selections- standing tall against both national and international brands,” said Ruparelia. “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.”