The Netherlands' sleepwear specialist.
02 . Identity
Jolyz is the brand customers know. Jolyz Fashion is the legal entity. Pyjama-webshop is the domain we live on. Treating them as the same thing has caused most of the confusion the brand has carried since 2019. The brand book straightens it out.
| Jolyz | Customer-facing. Site copy, packaging, emails, ads, social, support. Always title case. Never abbreviated. The wordmark settles its own treatment. |
| Jolyz Fashion | Legal entity only. Contracts, invoices, terms and conditions, Chamber of Commerce filings. Never marketing. |
| Pyjama-webshop | Domain only. Lives in the URL, the SEO surface, and the redirects. Never spoken aloud as the brand. Never printed on packaging. |
The name Jolyz traces back to the 2019 founding of the webshop on pyjama-webshop.nl. The original etymology is not formally documented. The brand treats it as inherited: the name is short, distinctive within Dutch sleepwear retail, and has accumulated trust across more than six thousand customer reviews. That equity is the reason it stays.
03 . Identity
04 . Identity
Specialists win by depth. Generalists win by breadth. Jolyz competes on depth: more brands of sleepwear, more sizes, more materials, more seasons, served by people who actually know the difference between flannel and modal.
Dutch households. Two-parent, one-parent, multi-generation, retired. Value-conscious by inclination, quality-conscious by habit. They buy for themselves and the people they live with.
Gift buyers. Sinterklaas, Christmas, Mother's Day, Father's Day, birthdays. Sleepwear is one of the safest gifts in Dutch culture; Jolyz is one of the safest places to buy it.
Brand-loyal replacers. Customers who wore their Schiesser pyjama for six years and want the same one again. Jolyz keeps brand depth so this customer always finds the answer.
| Competitor | Their game | Jolyz wins by |
|---|---|---|
| Bol.com | Marketplace breadth | Curation. We have chosen the brands; Bol lists everything. |
| Wehkamp | Generalist apparel | Specialty. We do sleepwear; they do everything. |
| Zalando | Pan-European catalogue | Dutch service. Dutch-language support, Dutch shipping, Dutch household feel. |
| Single-brand sites | One brand's depth | Brand choice. A household can outfit four people across three brands in one cart. |
05 . Identity
01 . Curate
Pastunette, Ringella, Schiesser, Hajo, Rebelle, Comtessa, Tom Tailor, Ceceba, Götzburg, Lisca — none of them are on the site by accident. Each line is reviewed for quality, customer signal, and category fit. Brands that stop earning their shelf get dropped without ceremony.
02 . Present
Product photography comes from brand suppliers; Jolyz controls cropping, color grading, banner treatment, copy register, and category structure. The job is to make a Schiesser pyjama on Jolyz read better than the same Schiesser pyjama anywhere else online.
03 . Serve
The shipping promise is honest. The returns are uncomplicated. Customer questions get Dutch answers, written by people, within a working day. Friction is the enemy of the second order.
04 . Retain
A first order is a transaction. A second is a relationship. The brand exists in the gap between them, and the brand book exists to keep that gap short.
06 . Identity
Value 01
What it means. How Jolyz treats customers is the brand experience, more than any individual pyjama. Two brands sell the same Pastunette set; the customer remembers where the package arrived on time, where the question got a real answer, where the return was easy.
What it does not mean. That product quality is negotiable. A great service experience around a bad pyjama is a one-time apology, not a brand.
Value 02
What it means. Jolyz earns margin through selection, presentation, and trust. The brands carried are made by their own makers; Jolyz makes the shelf they sit on. Honest about that, every time.
What it does not mean. That the catalogue is passive. Selection is the work. A bad year for a carried brand is a real decision, not a default.
Value 03
What it means. A Dutch family of four can outfit the bedtime drawer here without anyone being priced out. Twenty euros and two hundred euros both find a good answer.
What it does not mean. That Jolyz chases the bottom on price. The cheapest pyjama is not the brand promise. The right pyjama, fairly priced, is.
Value 04
What it means. What people sleep in deserves the same care a tailor gives a suit. Fabric, fit, finish, washability, longevity. The customer does not always know to ask. The brand knows to answer.
What it does not mean. That the brand takes itself seriously. Sleepwear is for warm beds, quiet evenings, sleepy children. The tone stays warm.
07 . Identity
The category boundary is the brand promise. Inside it, Jolyz is the deepest catalogue in the Netherlands. Outside it, Jolyz declines to compete — gracefully, on purpose.
Inside the category
Outside the category
Specialty is a finite resource. Every product type added outside sleepwear costs a fraction of the credibility the customer assigns when they hear "sleepwear specialist." The line is not a limitation. It is the product.
08 . Identity
Dutch . Locked
English . Locked
Jolyz is dé Nederlandse nachtmode-specialist: zorgvuldig geselecteerde Europese merken, eerlijke prijzen, snelle verzending en service in het Nederlands.
Jolyz is the Netherlands' sleepwear specialist: carefully chosen European brands, fair pricing, fast shipping, and Dutch-language service.
Jolyz is de grootste online nachtmode-specialist van Nederland. Sinds 2019 leveren we vertrouwde Europese merken — Pastunette, Ringella, Schiesser, Hajo en meer — aan Nederlandse huishoudens. Onze klanten kiezen voor Jolyz vanwege de breedte van de collectie, de eerlijke prijzen, de snelle verzending en de service in het Nederlands. Of het nu gaat om een pyjama voor jezelf, een huispak voor je partner of een cadeau voor je moeder: Jolyz biedt voor elk huishouden en elk budget de juiste keuze. Meer dan 6.400 klanten gaven ons een 8,9 uit 10.
Jolyz is the Netherlands' sleepwear specialist. Since 2019, the brand has served Dutch households with carefully curated European sleepwear lines — Pastunette, Ringella, Schiesser, Hajo, and more. Customers return for the breadth of the catalogue, the fair pricing, the fast Dutch shipping, and the service in their own language. Whether the order is a pyjama for the buyer, a loungewear set for a partner, or a Sinterklaas gift for a mother, Jolyz carries the right answer for every household and every budget. More than 6,400 customers have rated the brand 8.9 out of 10.
Jolyz is the Netherlands' sleepwear specialist. Since 2019, the brand has built one of the deepest sleepwear catalogues in the Dutch market by partnering with the European houses that have been making pyjamas, nightgowns, and loungewear for generations — Pastunette, Ringella, Schiesser, Hajo, Rebelle, Comtessa, Tom Tailor, Ceceba, Götzburg, Lisca, and others. The brand curates rather than manufactures, which means every line on the site has earned its place through quality, fit, and customer signal.
What customers come back for is the combination that no marketplace and no single-brand site can match: a wide selection across genders, ages, materials, and price points; honest pricing without inflated reference numbers; Dutch-language support written by people; and shipping that arrives when it promised to. The 8.9 out of 10 rating across more than 6,400 customer reviews is the brand's most-checked credential, and the second-order rate is what the team measures internally. Sleepwear is bought for partners, parents, and children, which means the unit of trust is the household, not the cart. Jolyz built itself to be the name the household remembers.
09 . Identity
Jolyz does not own a factory. It owns a relationship — with suppliers, with customers, with the search engines that have indexed pyjama-webshop.nl since 2019. The brand book exists to keep that relationship legible to whoever runs it next.
What the asset is
What the asset is not
Jolyz curates. Jolyz selects. Jolyz presents. Jolyz never "designs," "makes," "creates," or "develops" the products it sells. The credit for product belongs to the makers. The credit for the shelf belongs to Jolyz.
10 . Voice
The trusted specialist shopkeeper. Not the boutique (too precious). Not the marketplace (too anonymous). Not the warehouse (too cold). Someone who knows the catalogue by heart and recommends the Schiesser because it really does last six years.
| Attribute | What it sounds like | What it isn't |
|---|---|---|
| Warm | "Een fijn cadeau voor de feestdagen." | "The perfect gift for the holiday season." |
| Specific | "100% katoen, machinewasbaar op 40 graden." | "Premium quality fabric, easy care." |
| Helpful | "Twijfel je tussen maten? Bel ons, we helpen graag." | "Check our size guide for assistance." |
| Honest | "Deze pyjama valt iets kleiner uit." | "True to size." |
| Calm | "Voor 22:00 besteld, morgen in huis." | "Order NOW for next-day delivery!" |
Do say
nachtmode, slaapcomfort, kwaliteit, vakmanschap, families, seizoen, vertrouwd, verzorgd, eerlijk, fijn, prettig, warm, zacht
Avoid
luxe (unless the brand itself does), exclusief, premium, cutting-edge, revolutionair, basic, cheap, simpelweg, eigenlijk, just, simply
Product page . Pastunette pyjama
"Een klassieke Pastunette pyjama in 100% katoen. Comfortabel op koude winteravonden, fijn op de huid, machinewasbaar op 40 graden. Verkrijgbaar in de maten S tot en met XXL."
"A classic Pastunette pyjama in 100% cotton. Comfortable on cold winter evenings, gentle on the skin, machine washable at 40 degrees. Available in sizes S through XXL."
Trustpilot reply . Late delivery
"Het spijt ons dat het pakket later aankwam dan beloofd. We hebben uw verzending nagekeken en zien dat de vertraging bij de vervoerder lag. Mag ik u een tegoedbon van €10 sturen voor uw volgende bestelling? Stuur me een DM met uw bestelnummer."
"We're sorry the package arrived later than promised. We checked your shipment and the delay was at the carrier. May I send a €10 credit for your next order? DM me your order number."
Email . Order confirmation
"Bedankt voor je bestelling, [Naam]. We hebben hem doorgegeven aan ons magazijn en verwachten hem vandaag of morgen te versturen. Zodra je pakket onderweg is, krijg je een mailtje met de track-and-trace."
"Thank you for your order, [Name]. We've sent it to our warehouse and expect to ship today or tomorrow. You'll receive a track-and-trace email as soon as your package is on the way."
| Context | Modulation |
|---|---|
| Product page | Factual, calm, specific. Material, fit, sizing, care. Zero theatre. |
| Category hero | One sentence of warmth, one of orientation. Never a slogan. |
| Trustpilot reply | Acknowledge first. Resolve second. Sign off as a person. |
| Customer service email | Polite, direct, useful. No corporate openers. |
| Bol marketplace listing | Slightly more functional. Bol customers scan, not read. |
| Social caption | Conversational, seasonal, image-led. Caption is a whisper, not a billboard. |
11 . Visual
Sleepwear lives in soft light. The palette borrows from that: warm neutrals as the room, navy as the type, gold as the lamp. Three tiers, each with a clear job, allocated by rule rather than mood.
Tier 01 . Primary
Tier 02 . Accent
Tier 03 . Surfaces & neutrals
Tier 04 . Semantic
| Where | Color |
|---|---|
| Headlines | Navy deep |
| Body type | Navy / Ink-mid |
| Primary CTA | Navy deep on cream |
| Secondary CTA | Outline navy on cream |
| Links | Navy with gold underline |
| Page background | Cream (default), soft white (modals) |
| Cards & surfaces | White on cream |
| Dividers, rules | Rule (#E6DFD3) |
| Highlights, "specialist" markers | Gold |
| Sale badges | Navy on gold-soft (never red) |
12 . Visual
Headline . Cormorant Garamond
Moments of conviction. Section heads, product detail names, taglines, brand statements. Italic for warmth; roman for authority.
Jolyz believes sleepwear is serious.
Een fijne pyjama, eerlijk geprijsd.
Body . Inter
Everywhere else. Product copy, navigation, microcopy, forms, support replies. Clear at 14px on a phone, comfortable at 16 on a desktop.
Pastunette pyjama, 100% katoen, machinewasbaar op 40 graden. Beschikbaar in S, M, L, XL en XXL.
| Weight | Use |
|---|---|
| Inter 400 / Cormorant 400 | Default body |
| Inter 500 / Cormorant 500 | Headlines, emphasis within body |
| Inter 600 / Cormorant 600 | Card titles, brand statements, strong emphasis |
| Inter 700 | Rare. Reserved for CTA labels and table headers. |
Email, packing slips, Office documents, anywhere Cormorant is not available: Georgia for serif moments, Arial or Segoe UI for sans body. Avoid Times New Roman; it reads as default rather than chosen.
13 . Visual
Jolyz earns its mark from the typography, not from a symbol. Cormorant Garamond at the right size, weight, and tracking is the logo. No icon, no monogram, no ornamental glyph. The name does the work.
The wordmark holds a clear-space equal to the height of the lowercase "o" on every side. No copy, no decoration, no other mark enters that perimeter.
Do
Don't
14 . Visual
| Token | Pixels | Use |
|---|---|---|
| xs | 4 | Letter-to-icon, badge padding |
| sm | 8 | Inline gaps, label-to-input |
| md | 12 / 16 | Card padding, paragraph rhythm |
| lg | 24 / 32 | Card-to-card, section spacing on mobile |
| xl | 48 / 64 | Section spacing on desktop |
| 2xl | 96 / 128 | Chapter breaks, hero verticals |
15 . Visual
Material . Cotton
Care . Wash 40°
Shopping . Cart
Account . Wishlist
Trust . Secure pay
Trust . Free shipping
Trust . Easy return
Search
Heroicons (outline set) as the base. Custom-extend for the material and care symbols not covered there; commission a small house-set rather than mixing icon libraries.
16 . Visual
Jolyz photography is divided into two streams. Product photography comes from the supplier brands — Pastunette, Schiesser, Lisca all provide their own. What Jolyz controls is everything around the product: category banners, homepage hero, seasonal campaigns, social, packaging, and the way supplier imagery is cropped and color-graded for the site.
Hero . Winter
Flannel against natural window light, late afternoon.
Lifestyle . Family
Parents and a child in the same pyjama brand, on a couch, real morning.
Category . Loungewear
A robe over a kitchen chair. Empty mug. Quiet light.
Never
Instead
17 . Application
01 . Site . pyjama-webshop.nl
Header carries the wordmark and the category navigation, no clutter. Category page heroes are one sentence of warmth plus one of orientation, never a slogan. Product detail leads with the brand name (Pastunette, Schiesser) then the model; Jolyz is the curator, not the manufacturer. Cart and checkout speak in plain Dutch, no marketing copy inside the flow.
02 . Email
Welcome, order confirmation, shipping confirmation, review request, abandoned cart, seasonal campaign. All templates open with the customer's first name; all sign off with a first name from the team, not "the Jolyz crew." The footer holds the boilerplate paragraph, the FeedbackCompany badge, and the unsubscribe.
03 . Packaging
Outer box is unbranded brown (lower theft signal, lower cost). Packing slip carries the Jolyz wordmark, a thank-you sentence in the customer's language, a return slip already filled in, and a small printed card with care advice for the items inside. No marketing inserts, no "follow us" filler.
04 . Paid ads
Google Shopping uses supplier product imagery with Jolyz-controlled cropping. Google Search ads keep headlines factual ("Pastunette pyjama 100% katoen . Jolyz") and avoid superlatives. Meta feed leads with lifestyle imagery (the photography standard above), not pack shots. Meta stories use the seasonal hero treatment.
05 . Bol.com marketplace
Bol customers scan. Listing titles follow the format "Brand . Model . Material . Size range." Descriptions lead with the practical facts (material, fit, care), then the brand context. No hero copy. The Jolyz voice survives in the warmth, not in the structure.
06 . Social
Pinterest is the priority — sleepwear has strong search-and-save behaviour there. Instagram is for seasonal storytelling and brand-spotlight content. Facebook is for community and reviews. Captions follow the voice; image-first always.
07 . Internal documents
Cream backgrounds, Cormorant section heads, Inter body. Tables follow the brand-book style. Boilerplate at the foot of any external-bound document. No "About Jolyz" filler — if the reader needs background, they get the paragraph pitch verbatim from the boilerplate section.
18 . Application
If a piece of content does not sit inside one of these four pillars, the brand does not publish it. The pillars exist to keep the editorial calendar honest and to keep the catalogue earning attention through expertise rather than volume.
Pillar 01 . Brand spotlights
Once a month, one of the European houses on the shelf gets a feature: the founding story, the materials, the production reality, why Jolyz chose them. Editorial register, mid-length, image-led. The brand pillar is what differentiates a curator from a marketplace.
Pillar 02 . Seasonal guides
What sleeps well in March, in October, in December. Material recommendations, weight guides, "buying for a colder bedroom" pieces. Functional, search-friendly, useful at the moment a customer is shopping.
Pillar 03 . Material education
What each material does well, what each one does badly, what to wash how, how long it lasts. The pillar that earns the trust line on the home page. Service-led; never sales-led.
Pillar 04 . Sleep wellbeing
Bedroom temperature, fabric and skin sensitivity, sleep routines, why what you wear matters for sleep quality. Adjacent to the catalogue, sourced to research, never overclaiming. Earns trust without selling.
One piece per pillar per month. Twelve pieces per quarter. A mix of evergreen and seasonal, weighted toward evergreen for compounding traffic.
19 . Boundaries
These six pieces of copy exist so the team never has to write the brand from scratch. Anyone briefing an agency, replying to a press inquiry, drafting an investor email, or filling a partner form can lift these verbatim.
The six approved descriptions live in §08 Tagline & Pitches above.
The full set — tagline (NL + EN), one-line (NL + EN), paragraph (NL + EN), two-paragraph (EN) — is in section 08. This section exists as the cross-reference for anyone looking for "the company description" and as a single source of truth for the FAQ "How should we describe Jolyz?"
20 . Boundaries
Jolyz is the curator. The brands on the shelf are the makers. The relationship is hierarchical without being subordinate: customers come to Jolyz, and the brands come with the relationship.
Pastunette · Ringella · Schiesser · Hajo · Rebelle · Comtessa · Tom Tailor · Ceceba · Götzburg · Lisca
Plus seasonal and special lines as carried. The full list lives in the merchandising system; the brand book treats the above ten as the core.
In co-branded contexts (a Sinterklaas campaign featuring Schiesser, a dedicated Pastunette landing page), the Jolyz wordmark sits left, the partner brand sits right, separated by a 32-pixel gap and a vertical hairline rule in the rule color. The partner's logo never exceeds the height of the Jolyz wordmark. Supplier sign-off is required on every co-branded surface before publication.
21 . Boundaries
The anti-claims are the brand's negative space. A platitude becomes a position when paired with what it refuses. Every anti-claim below carries a substitute: the words to use instead.
We don't say: "We make our products."
We don't say: "Luxury."
We don't say: "Cheapest."
We don't say: "Experts in fashion."
Live copy that breaches an anti-claim goes to the editor's queue for revision. The fix is logged in the revision history. The brand book does not believe in silent rewrites of public-facing copy — the change is named.
22 . Boundaries
Constraint 01 . Stock representation
Out-of-stock items show as out-of-stock. They are not hidden, not silently swapped to a similar SKU, not labelled "limited availability" when the warehouse is empty. Pre-order is labelled as pre-order with the expected ship date.
Constraint 02 . Pricing claims
No fake "from" prices. No inflated original prices to make discounts look larger. Discount math is verifiable against the catalogue's own price history. If a customer asks "was it really that price last week," the system can show them.
Constraint 03 . Review integrity
Reviews on Trustpilot and FeedbackCompany are never edited, suppressed, or selectively surfaced. The 8.9 / 10 is the actual average. The reply rate is published quarterly. Negative reviews receive the same response cadence as positive ones.
Constraint 04 . Partner brand representation
Jolyz never disparages a brand it carries. Jolyz never claims performance metrics on behalf of a supplier ("Pastunette lasts longer than X") without a licensed claim from Pastunette themselves. Partner imagery is used inside the licence; outside it, Jolyz commissions its own.
Constraint 05 . Marketing claims
Any "largest," "most," "best" claim must be sourceable to a documentable measurement. "De grootste online nachtmode specialist" is defensible because the catalogue depth is the source. "The best service in Dutch ecommerce" is not defensible without an external ranking; it does not ship.
23 . Boundaries
A multi-brand retailer lives or dies on its supplier relationships. The brand book closes with the boundary that protects them: how Jolyz represents the houses it carries, what requires their sign-off, what does not, and what language is off-limits until contract clears.
Partner-led promotional surfaces — paid placements, supplier-funded campaigns, brand-spotlight content paid for by the partner — carry a disclosure footer per Dutch ACM and EU Omnibus directive requirements. The disclosure language sits in the legal section of the customer service knowledge base and is reviewed annually.