Nightire is a sleep brand born in London. Our range of PJs, sleep accessories and bedding is made of organic 100% bamboo fabric, which is eco-friendly, super soft, vegan and temperate regulating too. Covered in fun and bold prints, the sleepwear is perfect worn as loungewear, whether on a Zoom meeting, sleeping, sourdough-baking or grocery shopping.
How did you come up with the idea for the company?
Nightire was born out of a personal quest to understand sleep, and all that it entails, a bit better. Like many women I know, I have this thing called can’t-always-shut-my-brain-off-to-go-to-sleep syndrome. I overthink everything and am that person who constantly makes lists in my head and who worries about things that I can’t change; all while lying in bed at night waiting for sleep to set in. This led to months of restless nights and tired mornings.
I began doing research into what could help a person to sleep better and tried to apply it in my nightly routine: using black-out blinds, taking a relaxing bath, using no screens in the room (so g’bye Insta-sessions right before bed), and trying anything I could to keep my body temperature on an even keel. That included buying the right sleepwear, which, in turn, got me to focus on an industry that seemed like it had a lot of room for innovation (and a bit more personality) which is how the idea for Nightire came about.
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What advice would you give to other aspiring female entrepreneurs?
Failure and rejection is par for the course- it’s a daily occurrence and it’s other people’s loss if they don’t ‘get’ what you and your brand is about. You won’t appeal to everyone so run your own race and don’t take it personally.
What can we hope to see from Nightire in the future?
I’d love to expand into other sleep related categories that can help folks to enjoy a better snooze – there is a pre-sleep candle range in the works right now, a kids range, more bedding, and potentially a sleep supplement on the horizon too. It’s such an exciting and vast category to be part of right now, so the sleep world is my oyster:)
