Lunya: An innovative sleepwear brand scales to $25m

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In 2012, Ashley Merrill found herself going to sleep wearing an outfit she had donned hundreds of times before: her husband’s oversized clothes. She was finally tired of it. Is this what it’s going to be?, she asked herself.

Merrill wanted more. But the market was flooded with sleepwear that didn’t feel right — too sexual, or too matronly, or not functional enough. So in 2014, she created “the ultimate business-school project.” A new kind of sleepwear brand.