Lunya – D2C Ranking & Growth Metrics
Silk and cotton pajamas, loungewear and bedding for women and men
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Lunya is new to the index this month, entering at #276 of 522 overall and #95 of 142 in Apparel. Demand is falling: its Momentum score is 35, well under the flat line of 50. Branded search is steady over the past year. Its closest Apparel competitor is Kyte Baby (#57).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Lunya is today: #276 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Lunya's revenue growing?
We estimate Lunya's revenue is shrinking year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Lunya growing?
Lunya's Momentum score is 35.0, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months, and declining over the last three months compared with the same months a year earlier. Site traffic is declining sharply over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Lunya
Lunya makes sleepwear, loungewear and bedding for women and men, built around proprietary fabrics such as Washable Silk, Slumberknit, Cottonsilk and Silksweats alongside organic Pima cotton. Pieces include sleep sets, robes, dresses and underwear, with construction details like no-ride-up waistbands, stay-put sleeves and no-twist straps, plus pockets added to garments that typically skip them. The brand also sells sheets, duvets and pillowcases, extending its restwear focus into the bed itself. Fabric choices lean on organic and natural fibres and blue sign-certified dyes as part of its stated environmental steps.
Lunya competitors
The apparel brands closest to Lunya: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Bamboo sleep bags and sleepwear for babies, kids and family pajamas
Ski, snowboard, surf and hiking apparel for men, women and children
Clothing for cycling, skiing and outdoor activities, organised by sport
Surf, fishing and western-inspired apparel designed in Austin, Texas
Fishing and surf inspired apparel, headwear and sun protection gear
Lunya vs Kyte Baby
Kyte Baby leads on both size and growth: Scale 65.1 against 44.7, and Momentum 41 against 35. See Kyte Baby's page.
| October 2026 | Lunya | Kyte Baby |
|---|---|---|
| Overall rank | #276 | #57 |
| Apparel rank | #95 | #29 |
| Scale (size) | 44.7 | 65.1 |
| Momentum (growth) | 35.0 | 40.8 |
| Branded search | 42 | 67 |
| Site traffic | 34 | 54 |
| Social audience | 61 | 76 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Lunya branded search volume
How often people search for Lunya by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady; the last three months, compared with the same months a year earlier, are declining. Demand is fairly steady through the year.
Lunya's audience, products and channels
Social audience
- Instagram lunya 260k
- TikTok lunyaofficial 4.2k
- YouTube 383
Also on Pinterest and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store272
- New in the last 90 days4
- Typical price148
- Price range22 – 2,000
From Lunya's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Canada and Australia.
Lunya: common questions
What does Lunya sell?
Silk and cotton pajamas, loungewear and bedding for women and men.
Where is Lunya from?
Lunya is based in United States.
Where can you buy Lunya?
Lunya sells through its own online store and selected retailers. Its online store is at lunya.co.
Is Lunya's revenue growing?
Our estimate is shrinking year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Lunya's competitors?
Lunya's closest competitors in the Apparel category are Kyte Baby, Picture Organic Clothing, Maloja and Howler Brothers.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Lunya move, or the data as an export? See data & alerts.