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Brief Published: 9 Jan 2012

Retail Sleepovers


In the past two months, two very different retailers – Paris fashion boutique Paperdolls and Swedish home retailer Ikea – have been cosying up to their consumers in the most literal way possible: in bed.

For two nights in January 2012, Paperdolls is offering up to four customers a night the chance to stay in-store as a more comfortable alternative to queuing overnight for the best sale bargains. The initiative, launched in collaboration with French holiday home rental site Wimdu, offers guests one night’s board at the Montmartre store – which has an appropriately domestic Parisian apartment aesthetic and layout – for €200 (£165) each.

The initiative follows Ikea’s November 2011 PR stunt, where it gave 100 of its Facebook fans the chance to stay in its Essex store, just beyond London. Proving that the brand is shrewd enough to keep a keen eye on its audience, the event was inspired by an independent Facebook group called ‘I Wanna Have a Sleepover in Ikea’, which was joined by nearly 100,000 users. The sleepover had a minimum age requirement of 25, and a strict pyjama-only dress code.

On arrival, guests were given goodie bags containing an eye mask, midnight snacks, towel and slippers, and were entertained throughout the night with beauty treatments such as massages and manicures, and the reading of a bedtime story. There was also a sleep expert on hand to give advice about picking the right bed, and getting a better night’s rest.