7-Eleven Sweden Introduces Branded 'Pajamas'

The fashion rollout comes as the chain welcomes an all-day breakfast menu.

March 23, 2021

7-Eleven Marketing

STOCKHOLM—People are working from home because of COVID-19, and to bright up their days, 7-Eleven Sweden is now offering an all-day breakfast menu and selling limited-edition “pyjamas” in the chain’s signature orange, white and green stripe, reports Bandt.com.au.

The all-cotton, comfy-looking PJs are only available in Swedish stores and retail for €30 ($35). According to the chain, the pajamas look so good, they can easily be adapted from sleepwear into daywear.

“More and more people spend most of their time at home and for many, pyjamas have become loungewear; a garment to snuggle in at home, 24 hours a day,” said Anna Maria Carnemark, marketing director, 7-Eleven Sweden. “With the pyjamas, we wanted to pay tribute to a second as well as a third and fourth breakfast by serving the best meal of the day—all day.”

This has not the first time that 7-Eleven has dipped a toe into the world of fashion. As NACS Daily reported in 2020, the chain’s U.S. stores teamed up with the Forever 21 retail chain to produce garments celebrating Big Gulp and Slurpee. The line was released on July 11 (7-Eleven Day) and featured 16 garments, including t-shirts, long-sleeve shirts, sweatshirts and sweatpants in solid colors, pastels and tie-dye and with a 7-Eleven, Slurpee or Big Gulp logo.

To see how c-store are bringing back breakfast, read “Revitalizing Breakfast” in NACS Magazine.