Direct-to-Consumer (D2C) Womenswear brand Ammarzo has expanded its product offering with the launch of its luxury sleepwear segment. The brand launched its sleep and loungewear lines, crafted entirely from natural fibres, exclusively on its D2C e-commerce store as well as on Myntra.
The brand, which is currently bootstrapped and debt-free, plans to raise USD 500,000 this year to boost growth.
“During my travels, I wore high-end sleepwear, it was a ritual of self-care- an experience that went beyond mere comfort,” said Chahatt Khanna, Ammarzo Founder & CMD. “When I came back to India, I noticed a definite gap – not only in the quality of sleepwear available, but in the attitude towards it. Even though people spend eight to nine hours in sleepwear every night, many do not realise its significance.”
Expansion Plans
Ammarzo – founded in 2020 as a premium sleepwear brand and designed around well-being and comfort – is ambitiously targeting a 5X revenue jump to Rs 40 crore by FY28, backed by new category launches, global market entry, and offline expansion.
Aside from expanding into luxury sleepwear and high-margin accessories such as sleep masks, pillow mists, and bedding, Ammarzo is working towards expanding globally to UAE, UK and Southeast Asia this year. By 2026, it plans to launch in premium offline stores.
The new range includes cotton pyjama sets, linen robe sets, modal satin slip dresses, kaftan sleep dresses, and waffle knit loungewear. Designed with materials such as organic cotton, linen, and modal blends, the line focuses on skin-friendly comfort, body temperature regulation, and sleep hygiene to help customers wake up refreshed, according to the brand.
Alongside its sleepwear, Ammarzo is introducing romantic nightwear, bridal sleepwear, and coordinated loungewear sets. Key designs include nightgowns, babydolls, and pyjamas enhanced with lace, embroidery, and feminine detailing. Higher-end pieces feature materials such as silk, satin, and viscose with elevated embellishments.
