When consumers get cold feet, what’s an entrepreneur to do? Sell them footed pajamas: a grown-up version of Dr. Denton’s kiddie sleepwear.
Four years ago Valerie Johnson started Big Feet Pajama Co. from the basement of her Las Vegas home. The former stockbroker, who says she can’t even sew a straight seam, sold $360,000 worth of pajamas in 2005; revenues hit $2 million in 2008. Despite the recession, she expects to top $2.5 million this year, thanks to strong advance orders for next winter’s holiday season.
“Fleece and flannel mean comfort and security,” she says. “My pajamas are a small, practical indulgence when all the fun has been squeezed out of the family budget.”