Mark Tweed, UK sales director, Cyberjammies.
By Laura Turner
12 August 2016
Leading women’s sleepwear brand Cyberjammies
has extended its remit to include children with its new collection, Minijammies. CWB speaks to the company’s UK sales director Mark Tweed to get the lowdown on the new kids’ offer as well as learning more about the brand’s heritage and its investment into helping provide the perfect night’s sleep.
Laura Turner: What’s the story behind Cyberjammies?
Mark Tweed: The brand was established in 2002 by the Sadarangani family from India; a family with a proven track record in delivering excellent quality nightwear around the world. To that point, Suresh, the father of the family, had always felt that quality was compromised on the high street as a result of restrictions on price. He therefore set about creating a sleepwear range starting with the fabric first. By ensuring the fabric was extra special, the range was developed with quality and softness as a priority. Our brand has stood for fantastic value and amazing quality ever since.
LT: When did you join Cyberjammies?
MT: I joined in 2004. I was previously a merchandiser, with over seven years’ experience in various departments, most importantly, ladies’ sleepwear.
LT: What inspired the brand name, Cyberjammies?
MT: Jammies as a name for pyjamas has been around for a long time. Having decided to launch the brand online first, back in 2002, Cyber was a word commonly used for online, so we put the two together. Things have moved on since then, digitally and for our brand, but the name has stuck.
LT: When and how did Cyberjammies get its big break?
MT: Cyberjammies’ big break was pretty instant after the launch, with House of Fraser agreeing to stock the range almost immediately. It was only a short period after, around two years later, that we also managed to secure John Lewis as another major customer. We haven’t looked back since.
LT: What instigated the launch of Minijammies?
MT: We’ve been discussing the introduction of a kids’ collection for some time. With such a loyal and expanding group of female customers, we were confident that they would welcome the addition of a kids’ range for their children and grandchildren.
LT: What does the Minijammies collection offer?
MT: For s/s 17, the early range’s focus is pyjama sets, but the later deliveries include shorts, vests, T-shirts, mini shirts and a playsuit. Our girls’ range has a real mix of colours extending from greys, pinks and purples through to striking reds, pretty pastels and fresh aquas and whites. For the boys, it’s no surprise that blue is a dominant theme throughout, together with grey; a bolder mix of colour marks the start of the high summer range for boys. The age range is from 4-5 years through to 12-13 years for boys and girls.
LT: What do you predict Minijammies’ bestsellers to be?
MT: They are all winners! At least we think so. For girls, I would say watch out for the butterfly collection. The dinosaur range is fantastic for boys, too.
LT: Are there plans to expand the Minijammies collection over time?
MT: We are always looks to develop and expand the collections. For now, our focus is on delivering the current offer to the best of our ability.
LT: What sets Minijammies apart from the competition?
MT: We are absolutely dedicated to the softest and best quality sleepwear there is. With such a focus, we believe it sets us apart from any other sleepwear in the market. Our sales growth to date certainly backs this up.
LT: Where do you see Minijammies in five years’ time?
MT: We hope to be in over 150 department stores and independent boutiques, with a strong presence online across multiple etailers, too. We aim to become the household name for branded kids’ sleepwear in the same way Cyberjammies is for women.
LT: Tell us something we don’t know about Cyberjammies…
MT: Cyberjammies will use in excess of 250,000 metres of fabric within the next year to produce its collection orders worldwide. Each and every fabric we use is designed and engineered by us, alongside our partner mills, to ensure we have the softest and most durable fabrics for our nightwear.
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