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.
![Lunya image](https://20627419.fs1.hubspotusercontent-na1.net/hub/20627419/hubfs/The%20Hustle/Assets/Images/696178428-smb-1.webp?width=595&height=400&name=696178428-smb-1.webp)
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.
Lunya focuses on “off-hours wear.” Inexpensive, situational pajamas were out (goodbye, fleece pants with Santa Claus on them). Premium fabrics and innovative designs were in.
Since launch, Lunya has grown to an impressive $25m, driven by a strong referral program and a diverse approach to marketing, including strategic wholesale and events. The company recently launched a men’s line, Lahgo, and is focused building up its presence with brick-and-mortar locations.
- Founders: Ashley Merrill
- Employees: 45
- Years in business: 7
- Cost to launch: $50k
- Funding methods: Personal savings, Friends/family contributions
- 1st-year revenue: $103k
- Current annual revenue: $25m+
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