E-Commerce & Retail

How Roller Rabbit became TikTok's favorite sleepwear brand

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Roller Rabbit, originally founded in 2003 as Roberta Roller Rabbit, has become TikTok's favorite pajama brand through strategic collaborations that often sell out within minutes. This success highlights the power of limited-edition drops and social media marketing for DTC brands, offering a blueprint for tech professionals on leveraging viral trends to boost sales. The brand’s expansion into intimates signals potential further category diversification to capture broader consumer bases.

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How Roller Rabbit became TikTok's favorite sleepwear brand

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