How Roller Rabbit became TikTok’s favorite sleepwear brand

Founded back in 2003, Roller Rabbit has spent the last few years rebuilding itself as a DTC-first business. Long before it became TikTok’s favorite pajama brand, Roller Rabbit was founded by Roberta Freymann as Roberta Roller Rabbit. Known for its signature monkey pajama print, Roller Rabbit has gone viral over the last few years thanks in part to its strategic, limited-edition collaborations. Standouts came in 2024, when Roller Rabbit x LoveShackFancy sold out within 60 seconds. Roller Rabbit has also been testing new categories to bring in new audiences. In November 2024, it expanded into the intimates category, with some styles selling out within the first hour of launch and 20% of the entire collection selling out in the first day. And last holiday season, the brand collaborated with Starbucks on a viral merch collection that was exclusively available at Starbucks shops and sold out instantly. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.