Softies’ Comfort Reign: How Oprah’s Favorite Brand Built a Loyal Following

NEW YORK, NY – November 20, 2025

The Nine-Year Streak: A Testament to Quality and Comfort

For the ninth consecutive year, family-owned apparel brand Softies is celebrating inclusion on Oprah’s Favorite Things list. This year, the Luxe Marshmallow Waffle V-Neck Lounge Set and the DreamPlush Double Zip Jacket have earned a spot on the coveted list, a feat few brands achieve, let alone sustain. While celebrity endorsements are commonplace in marketing, the consistency of Softies’ recognition speaks to a deeper connection with consumers and a dedication to quality that resonates with Oprah Winfrey’s audience. The company, founded in 2005, has quietly built a loyal following by prioritizing comfort and crafting loungewear designed for everyday luxury.

Beyond the “Oprah Effect”: Driving Sales and Brand Loyalty

The “Oprah Effect” is well-documented; a mention on her Favorite Things list can send sales soaring. For Softies, the impact has been transformative. “The first time we were featured, it was a game-changer,” one industry observer shared. “They went from a small operation to needing to rapidly scale up production and distribution.” Reports from 2019 indicated the brand experienced threefold growth following its initial inclusion, with a representative stating they anticipated generating approximately 75% of their annual revenue in the weeks following the announcement. However, the sustained recognition goes beyond a temporary sales spike. It has established Softies as a trusted brand, fostering long-term customer loyalty and reducing reliance on constant marketing blitzes. The company invested in upgrading its e-commerce infrastructure to handle the increased demand, recognizing that the endorsement necessitated a robust online presence.

Decoding the Comfort Equation: Materials and Market Positioning

In a saturated loungewear market, Softies has carved a niche by focusing on premium fabrics and innovative designs. The brand's signature “Marshmallow” and “DreamPlush” fabrics are central to its appeal, lauded for their exceptional softness and comfort. While the exact formulations remain proprietary, the company emphasizes the fabrics' ability to regulate body temperature and maintain their plushness even after repeated washings. “They’ve really nailed the tactile experience,” explains a textile industry analyst. “Consumers are increasingly prioritizing comfort, and Softies delivers on that promise.” This focus positions the brand distinctly from fast-fashion competitors and aligns it with a growing consumer trend towards prioritizing quality and comfort over fleeting trends. The company has also expanded its product line to include men's loungewear, recognizing an underserved market segment and further broadening its appeal.

Family Values and Sustainable Growth in a Competitive Landscape

Softies isn’t just about comfortable clothes; it’s a story of family dedication. Founded by Dennis Murphy, who leveraged decades of experience in the apparel industry, the company remains family-owned and operated. Dennis’s wife, Peggy, and son, Tim Murphy, play crucial roles in the business, fostering a culture of care and commitment. “There’s a genuine sense of passion behind the brand,” notes a retail expert. “It’s not just about profits; it’s about creating products that people genuinely enjoy.” This commitment to quality and customer satisfaction is reflected in the brand’s consistently high ratings and positive reviews. The broader loungewear market is experiencing robust growth, with projections indicating a significant increase in value over the next several years. Despite increasing competition from established brands and emerging players, Softies has successfully maintained its market position by prioritizing innovation, maintaining quality, and leveraging the power of its longstanding endorsement from Oprah Winfrey.