Monocle

Bedding in with Dagsmejan

Discover why the Monocle highlights the success of Dagsmejan and our high-tech sleepwear. 

"Bedding in

Swiss pyjama start-up Dagsmejan probably shouldn’t have succeeded. In 2016, Catarina Dahlin and Andreas Lenzhofer (pictured) founded the company in middle age – an unusual time to do so – to disrupt a dusty, arguably unnecessary corner of the textile sector that receives far less investor action than technology or pharmaceuticals. Making it a direct-to-consumer company, an uncommon model in Switzerland, only lengthened the odds of Dagsmejan’s success. And yet the company has raised CHF4m (€4m) by promoting its eucalyptus-and-merino-wool pyjamas as doing for nightwear what the multibillion-euro Swiss success story On did for trainers.

Dagsmejan even managed to snare seven of On’s original investors, showing that there is no harm in borrowing tried-and-tested methods, personnel and even language. “Most investors are interested in fintech, biotech, med tech or food tech,” co-founder Catarina Dahlin told Neue Zürcher Zeitung. “Maybe we should have written ‘tech’ on the pyjamas.” Dagsmejan now refers to its products as “sleeptech” – and its founders sleep soundly too."

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Image: Dagsmejan

About Dagsmejan

Dagsmejan offers sleep solutions for your personal, physiological sleep needs. By combining the finest natural fibers with the latest textile technology sleep comfort and quality is increased, scientifically proven. Find out why Dagsmejan has been referred to as the most comfortable pajamas in the world.

Dagsmejan across the world

Dagsmejan ships worldwide and has customers in over 80 countries. You can find the website and language that suits your needs. 

US: SHOP most comfortable pajamas

Switzerland: SHOP Pyjama

Germany: SHOP Schlafanzug

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