The entrepreneurial spirit runs strong in the Allen family. Nicala Madden, sister of Buffalo Bills quarterback Josh Allen, has announced a significant expansion for her small business, marking a major milestone in its journey.
From Online to Retail: A Major Expansion
On November 13, 2024, Madden took to her Instagram stories to share exciting news with her followers. Her sleepwear brand, Little Dreamers Company, which she co-founded with business partner Tory Davis, is making the leap from a digital storefront to physical retail spaces. The brand is set to be available in 30 Tops Markets stores across Western New York, with the rollout beginning on November 16, 2024.
To celebrate the announcement, Madden posted a joyful photograph with her partner, Tory Davis, and provided her audience with a complete list of the store locations. This move into brick-and-mortar retail represents a substantial achievement for any small brand, signifying rapid growth and increasing market acceptance.
Buffalo-Themed Collections and Charitable Mission
Coinciding with the retail launch, Little Dreamers Company is introducing three special Buffalo-themed pajama collections designed for babies and toddlers. The new lines feature a toddler two-piece set, a festive Christmas onesie, and pajamas adorned with No. 17 prints, a clear nod to her famous brother's jersey number.
These designs were created in collaboration with Buffalo-born designer Abigail Nashwinter, known for her brand By Abigail Lee. Nashwinter expressed her enthusiasm, calling the partnership one of their "favorite announcements of the week" and confirming that this marks the company's inaugural step into physical stores.
Beyond business growth, the brand is also strengthening its community ties. A local Buffalo outlet reported that a portion of every sale will be donated to Sleep in Heavenly Peace, a charity dedicated to building and delivering beds for children in need. This initiative highlights Madden and Davis's commitment to giving back to the community.
Building a Brand and Family Support
Both Nicala Madden and Tory Davis, who are mothers based in California, have been relentlessly promoting their bamboo pajama line for over a year. Their hard work is clearly paying off. In her Instagram updates, Madden also showcased the bustling activity behind the scenes, filming herself and Davis preparing for what she described as their "first interview of the week," indicating a strong push for brand promotion.
The founders plan to host in-store events at select Tops Markets locations, where they will meet fans, share their entrepreneurial journey, and discuss their new collections.
Family support has been a cornerstone of the brand's story. When Little Dreamers Company first launched, Josh Allen publicly expressed his pride, writing, "SO proud of you, sis." That unwavering support continues to fuel the brand as it evolves from a family-inspired idea into a burgeoning success story in Western New York.
