In a festive first, the UK's largest hotel chain, Premier Inn, has unveiled an exclusive range of pyjamas, with every penny raised going to support seriously ill children.
A Sleep-Inspired Collection for a Good Cause
The limited-edition sleepwear, launched just in time for Christmas, draws direct inspiration from the nation's love of a good night's rest. The collection, which went on sale at 9am on 4th December, features designs adorned with the hotel's signature moon and stars logo, as well as cosy motifs like sheep, slippers, pillows, and alarm clocks, all rendered in Premier Inn's iconic purple hue.
All proceeds from sales will be donated to the chain's charity partner, Great Ormond Street Hospital Charity (GOSH Charity). This organisation is dedicated to helping give seriously ill children the best possible chance and childhood.
The UK: A Nation of Pyjama Lovers
The launch coincides with new research commissioned by Premier Inn, which surveyed 2,000 British adults about their nightwear habits. The findings paint a picture of a nation deeply fond of its pyjamas.
The study revealed that a third of pyjama wearers enjoy up to five dedicated 'pyjama days' per month, where they never get dressed. Over half (50%) admit they 'live' in their nightwear during the winter, with 16% declaring their PJs their favourite outfit. Furthermore, one in five (20%) change into them the moment they get home, and another 20% aim to be in their pyjamas by 6pm during the colder months to maximise cosiness.
Almost half (47%) of respondents reported being in their sleepwear by 7:30pm. The survey also found that 44% of adults believe they sleep better with pyjamas on, and a quarter (24%) of enthusiasts don't understand how anyone can go to bed without them.
Celebrating the Perfect Night's Sleep
A spokesperson for Premier Inn commented on the findings and the new range: "It’s official – the UK is a nation of pyjama lovers. We help millions of people have a great night’s sleep every year and we're a bit obsessed with it. To celebrate, we asked our guests what they most associate with sleep and have designed an exclusive range featuring all the icons, from slippers to sheep, that get Brits sleepy."
They added: "There’s never a bad time to upgrade your sleep game, and getting into bed in new pyjamas is one of life’s great pleasures. We thought it was a match made in heaven to offer a range of cosy cotton PJs so guests can sink into their bed in even more comfort. But they are only going to be available for a limited time."
Additional insights from the OnePoll data show that while the typical respondent owns four pairs of pyjamas, 26% buy new ones less than once a year. The collection offers a timely opportunity for fans to refresh their sleepwear wardrobe while supporting a vital cause.
