Renowned for their bold patterned pyjamas and sleepwear, Chelsea Peers has steadily established itself as the go-to brand for sustainable modern lounging, and have recently launched new loungewear and swimwear collections. “The idea for the brand was sparked during a cold winter trip to New York with the ‘City of Dreams’ providing a fitting backdrop. New York’s empowering, vibrant, and iconic energy aligns with our brand’s core values of community, creativity, and quality,” explains co-founder Tom Pyne.
Together with his wife Lara, Pyne has grown Chelsea Peers – which currently boasts 12% YoY revenue growth and hitting £15M in sales in 2023 – to become a B Corp-certified company with average customer ratings of 4.8/5. “Securing B Corp status felt like the natural next step in our sustainability journey and we’re thrilled to join over 8,000 organisations worldwide that are using business as a force for good,” says Pyne. He proudly highlights their use of OEKO-TEX STANDARD 100-certified mills to guarantee their products are safe from over 1,000 harmful substances; their support for charities like Women’s Aid; and their ambitious greenhouse gas reduction targets – all reflecting the team’s true dedication to sustainability.
Though it may have been their hand-drawn sleepwear prints that first won over fashion influencers and loyal fans alike, I am particularly fond of the Lounge Collection they launched in early 2024. The minimalist style paired with cosy, quality fabrics that are incredibly soft to the touch make them ideal for transitioning from the couch, to the shop, to your next flight.
“Our loungewear combines traditional loungewear staples with functional performance wear – perfect for mixing style, comfort and wellbeing,” says Pyne. “Our collection features luxurious heavyweight fabrics including 400gsm organic cotton sets perfect for relaxing at home or travelling in; super soft, premium scuba playsuits; buttery soft performance leggings that sculpt and support with four-way stretch and moisture-wicking properties, which are ideal for low intensity workouts; and poplin shirts and shorts, offering versatile additions to the loungewear wardrobe.”
While their direct-to-consumer ecommerce business is booming, Chelsea Peers started off as a wholesale business and can be found in marketplaces and retailers such as John Lewis, M&S, Next, Galleries Lafayette in France, Brown Thomas in Ireland, and will be launching their swimwear collection in Anthropologie in 2025.
Ina Yulo Stuve speaks with Pyne about his entrepreneurial journey and how he’s overcome challenges in scaling his business.
Did you always see yourself starting a fashion business?
Ever since I was young, I was always entrepreneurial, looking at products to sell at school or university. My love for travel and fashion naturally led me into the industry.
What are the specific roles you and Lara play?
We’re both co-founders, while I’m the managing director and Lara is the creative advisor. I lead the brand’s sales strategy and steer overall commercial growth. I’ve been closely involved in product design from the very beginning, providing input into creative direction across both product and marketing to ensure the brand remains true to its core values. Lara played a pivotal role in shaping Chelsea Peers’ early identity by designing many of the brand’s original prints. Today, she continues to provide creative guidance, whilst primarily focusing her efforts on running her own venture, Brush and Bubbles, a paint-and-sip business.
Can you share a time when something didn’t go as planned and how you adapted to the situation?
During a period of rapid growth a few years ago, we faced an influx of orders over Black Friday, which led to unexpected warehouse challenges. By quickly adapting our strategies and working collaboratively, we resolved the situation efficiently. This experience helped us improve planning for future years.
Gathering and implementing customer feedback has been a core strategy for you. What have been the most successful tactics you’ve implemented for connecting with customers?
Engaging the community via Instagram to foster direct communication, investing in customer service teams and feedback platforms to address needs effectively, and conducting focus groups and surveys to gather actionable insights.
Why was it so important for you to become B Corp certified?
Becoming B Corp certified was a key step in driving our mission of making better choices for the planet and our community. Since we launched the brand in 2012, supporting a more sustainable fashion industry has been important to us. We started by focusing on more sustainable fabrics, such as recycled fibres, and this commitment remains a core focus today. Over time, we’ve expanded our efforts to include several key areas: environmental commitment, responsible sourcing, community support, customer satisfaction, and employee wellbeing.
How different has it been selling into the US vs the UK?
The dynamics of selling into the US are distinct, but share commonalities with the UK. Building genuine connections with customers and retailers remains a universal strategy, but localisation and understanding cultural nuances are critical. However, the UK continues to remain our core market focus.
How do you collaborate with your design team to ensure your vision is carried through while still giving them the ability to innovate?
Open communication, aligning on core brand values, and encouraging innovative thinking empower the design team to stay creative while meeting the brand’s standards.
Any best practice tips for winning new partnerships, be they new retailers or brand ambassadors?
When it comes to brand ambassadors, we always choose to work with genuine brand fans who align with our company values. We make sure we offer honest and transparent communication and provide creative freedom to ensure content resonates with their audience. With retailers, it’s all about building partnerships based on trust, shared values, and clear expectations.
Are there any other entrepreneurs you look up to?
I’ve always admired retail entrepreneurs like Phil Knight and Ben Francis. Phil Knight’s book Shoe Dog was a revelation when I was starting out, teaching me the importance of hiring experts and letting them excel. We had the same supplier as Ben Francis’ Gymshark, and I closely followed his journey. His ability to build an influencer-driven, social-first business was ahead of its time.
Factbox
Website: chelseapeers.com
Instagram: instagram.com/chelseapeersnyc
Photography courtesy of Chelsea Peers.
