Premier Inn moves beyond the bedroom and into the wardrobe

Premier Inn has moved beyond the bedroom and into the wardrobe, launching its first-ever range of branded pyjamas, with the majority of the purchase price going to charity.

Premier Inn has unveiled a limited-edition pyjama collection ahead of Christmas, with £20 from each £25 sale donated to its long-standing charity partner, Great Ormond Street Hospital Charity (GOSH Charity). The initiative is intended to raise funds for children’s healthcare while tapping into what Premier Inn says is the UK’s enduring affection for sleepwear.

The launch follows new research commissioned by Premier Inn, based on a survey of 2,000 adults, which suggests that pyjamas are no longer confined to just bedtime. According to the findings, a third of respondents said they dedicate up to five full “pyjama days” each month, while more than one in five described nightwear as their most frequently worn clothing. Half said they effectively “live” in pyjamas during the winter.

Premier Inn’s pyjamas are made from 100 per cent cotton and come in two designs: one featuring the brand’s moon-and-stars motif, and another decorated with bedtime-themed illustrations such as sheep, slippers and pillows, all set against the company’s signature purple. The sets include a button-down top and tie-waist trousers and are being sold exclusively online via Premier Inn’s homeware site from 4 December 2025.

The hotel chain said the idea reflects its long-standing association with sleep and comfort, as well as an opportunity to raise vital funds for GOSH Charity, which supports the work of Great Ormond Street Hospital in London. The charity funds research, equipment, facilities and support services for seriously ill children and their families.

A spokesperson for Premier Inn said the company’s focus on sleep made the project a natural extension of its brand, noting that millions of guests stay in its hotels each year with the promise of a good night’s rest. The spokesperson added that the pyjamas would only be available for a limited time.

The research also highlighted how early many people change into nightwear, with nearly half of respondents saying they are in pyjamas by 7.30pm, and one in five putting them on as soon as they get home. Around 44 per cent said they believe they sleep better in pyjamas, while almost a quarter said they could not understand how anyone sleeps without them.

Premier Inn said the pyjamas are priced at £25 including postage, with the majority of the cost going directly to charity. Premier Inn has not disclosed how many sets are available, but said demand is expected to be high.

For the charity sector, the initiative reflects a continuing trend of consumer-facing fundraising charity partnerships, where brands use limited-edition products to generate donations while reinforcing their core identity.