One Of A Kin: Nayla Haddad Turns A Moment Of Softness Into A Sustainable Sleepwear Movement

Nayla Haddad is the founder of One of a Kin, a conscious luxury sleepwear brand reshaping how families experience bedtime. What began with a chance discovery of an ultra-soft fabric during a trip to Europe quickly turned into a mission: to bring indulgent, sustainable comfort to sleepwear for all ages.

Guided by a belief that softness, sustainability, and style should go hand in hand, Nayla has built One of a Kin into more than just a brand; it's a nightly ritual rooted in care, connection, and conscious living. In an exclusive with OneArabia.me, Nayla speaks about Shark Tank Dubai, her brand and what makes it tick.

What inspired you to launch One of a Kin, and how does the brand's focus on conscious luxury align with your vision?

It all started during a trip to Europe, where I stumbled upon a fabric so soft I literally couldn't stop touching it. I'm not exaggerating, it was like a cloud and butter had a baby. It turned out to be TENCEL™ Modal x Micro, and the moment I felt it, I thought, "This belongs on pajamas." Because let's face it, if there's one time of day you deserve pure softness, it's when you're sleeping.

That moment sparked a whole journey. I quickly realised that while adults might occasionally find this kind of luxury (with difficulty), there was nothing like it for kids, and certainly not for the whole family. So, I saw a gap. One of a Kin was born out of the idea that sleepwear should feel indulgent and be made consciously. We're not just selling pajamas; we're offering a nightly reminder that comfort, sustainability, and connection can all live in the same fabric.

How has the investment from Vivium, secured after Shark Tank Dubai, impacted One of a Kin's growth strategy and operations?

Vivium’s investment has been a pivotal moment for One of a Kin. It gave us the ability to move with more precision and scale faster without compromise (aside from the absolute grind at work). We expanded our team, refined our inventory systems, and finally had the bandwidth to execute the kind of marketing we always envisioned. More than anything, their involvement brought sharp strategic thinking and a fresh outside lens, which has been invaluable as we grow into the next chapter of One of a Kin.

What specific factors contributed to One of a Kin tripling its revenue since its appearance on Shark Tank Dubai's second season?

Tripling our revenue might sound glamorous (and don't get me wrong, we definitely celebrated), but behind the scenes, it was all grit and strategy. Shark Tank gave us incredible visibility (national TV has that effect), but the real work started right after. Our team shifted into high gear: tripling content output, fine-tuning every campaign, digging deep into marketing analytics with our own homegrown tools, and ramping up our innovation pipeline (we've got some exciting launches on the horizon), all while making sure we had the stock to meet rising demand. It was the perfect mix of being prepared and seizing the moment.

How does One of a Kin ensure sustainability in its production process, particularly with the use of TENCEL™ Modal x Micro fibres?

Sustainability isn't a side note for us. It's a part of every stage of what we do. We chose TENCEL™ Modal x Micro for a reason: it's not just dreamy-soft; it's also made from sustainably sourced beech trees, with a much smaller environmental footprint than conventional fabrics with at least 50% less carbon and water consumption, in line with our beloved UAE's 2050 Net Zero Vision.

But our commitment goes beyond materials. We launched the "Sleep Buddy", a baby comforter made entirely from excess production fabric, and we donate 100% of its profits to Dubai Cares. Because for us, conscious luxury means leaving a smaller footprint and making a bigger impact where it counts.

What are the key markets targeted for One of a Kin's regional expansion, and what challenges does the brand anticipate in these markets?

We've already stepped beyond the UAE and Saudi Arabia into other Gulf markets, and honestly, it's been smoother than expected. The Gulf audience just gets us: family-centric, quality-loving, aesthetically tuned-in. So far, it's felt more like a warm welcome than a challenging rollout. That said, as we go further abroad, we're preparing for things like localisation, logistics, and maybe the occasional shipping hiccup. But we're ready.

How does One of a Kin differentiate itself in the competitive luxury sleepwear market, both in terms of design and brand ethos?

There's a sea of brands selling pajamas. But what makes us different is that we don't also do sleepwear—we only do sleepwear. We eat, sleep, and breathe bedtime. Every design decision we make is through that lens: tagless interiors, calming color palettes, soothing fabrics. It's all intentional.

And because we believe sleep is a family affair, our sizing runs from teeny-tiny babies to XXL adults. Our latest partnership with Calm, the world's #1 wellness app, is a perfect example of our approach. Scan the QR code on the back of the PJ and voilà: curated sleep playlists in partnership with Calm, right at your fingertips to help you get better sleep. As a bonus, we also gift our customers a free 3-month Calm Premium membership with every purchase to elevate all angles of their well-being aside from sleep but ultimately leading to better sleep. We're not just selling you pajamas; we're handing you a better night's sleep.

What role has the strategic collaboration with Vivium played in shaping One of a Kin's long-term goals for scaling and innovation?

Vivium has been the kind of partner you hope for but rarely find. Their digital expertise couldn't have come at a better time, especially as we set our sights on broader markets. They're not just helping us scale, they're helping us think smarter. Their cross-industry knowledge brings new layers to our growth strategy, and their support has challenged us to be bolder with tech, data, and experience design. With Vivium in our corner, we're not just growing, we're evolving.