Desmond & Dempsey
Desmond & Dempsey is a British sleepwear brand launched in 2014 by Molly Goddard and Joel Jeffery. It makes printed pyjamas and nightwear sold online and through leading department stores.
| Launched | September 2014 |
|---|---|
| Founders | Molly Goddard and Joel Jeffery |
| Country | United Kingdom |
| Category | Pyjamas and sleepwear |
| Website | desmondanddempsey.com |
What is Desmond & Dempsey?
Desmond & Dempsey is a sleepwear label from the UK, launched in September 2014 by husband and wife Molly Goddard and Joel Jeffery. The brand set out to make pyjamas that feel as comfortable as a favourite T-shirt, priced below the most expensive luxury sleepwear.
History
The idea came when Goddard could not find pyjamas she liked as much as her partner's T-shirts. The founders financed their first 100 pairs themselves while she kept her day job, and built an audience before launch through a blog and Instagram themed around Sunday mornings. Within about two months of launch, Fortnum & Mason and Bergdorf Goodman approached them to stock the range.
Products and positioning
The brand focuses on pyjamas and nightwear presented as a lifestyle proposition, with a strong emphasis on comfort and print.
Distribution
Desmond & Dempsey combines a direct-to-consumer website with wholesale. Stockists have included Selfridges, Fortnum & Mason, Bergdorf Goodman, Mr Porter and Liberty London, and the brand has run a pop-up store in Covent Garden.
Why it matters
Desmond & Dempsey is an example of a digitally built British brand that used community and storytelling to win early department store support in a niche category.
Frequently asked questions
Who founded Desmond & Dempsey?
Desmond & Dempsey was founded by husband and wife Molly Goddard and Joel Jeffery, launching in 2014.
What does Desmond & Dempsey sell?
The brand sells pyjamas and sleepwear through its own website and stockists such as Selfridges and Liberty London.