Buffalo Bills quarterback Josh Allen has made many fans in Western New York with his touchdowns. But his sister, Nicala Madden, has done so with her new business. In 2024, Madden and her business partner, Tory Davis, launched the Little Dreamers Company. It was a bamboo pajama brand that quickly caught attention on social media. And now, Nicala is taking a major step forward with the brand. 

On November 13, Josh Allen’s sister announced a milestone moment in her new career through a series of Instagram stories. In her first Instagram story, she revealed that her brand products will hit the shelves at 30 Tops Markets across Western New York on November 16. She even shared a long list of store locations along with a celebratory photo of herself and Davis wearing their branded apparel. 

You could feel the excitement. After all, landing shelf space and being the owner of 30 retail stores is no small feat for her. Nicala’s second Instagram story then showed the pair gearing up for what she called their “first interview of the week.” Madden filmed a laptop screen as she and Davis prepared to join a Microsoft Teams call. The message was clear – they’re busy and motivated. 

Madden is going all in on her company’s media push as Little Dreamers Co. will debut three Buffalo-inspired collections for infants and toddlers. The lineup features a toddler two-piece set, a Christmas onesie, and No. 17 pajamas covered in stadium-style prints, all designed with local creator Abigail Nashwinter.

This collaboration marks the company’s first step into brick-and-mortar retail, and Abigail revealed it in her Instagram story, along with a major financial move tied to the brand’s growth. Abigail is a Buffalo-born fashion designer and lifestyle influencer. Her brand, By Abigail Lee, celebrates Buffalo football energy along with Western New York culture. 

Josh Allen’s sister and Abigail teased that this partnership is one of their “favorite announcements” of the week.

And you can see why. The partnership blends hometown pride with creative energy. It also makes fans ask the obvious question: What else are they planning to do?

Josh Allen’s sister is trying to boost her business

Nicala and her business partner have promoted their products nonstop for more than a year. And the efforts of the two California-based moms are finally paying off. But instead of simply celebrating the profits, Nicala chose to give back. According to a Buffalo outlet, a portion of the sales from the company is set to be donated to Sleep in Heavenly Peace. It is a nonprofit that builds and delivers beds to children.

So, that’s a thoughtful move from Josh Allen’s sister. Next week, the team will host in-store events with influencers at select Tops Markets, giving Nicala and Davis a chance to meet customers, share their journey, and highlight their sleepwear.

Moments like these only help the buzz grow. People love connecting with the founders behind a hometown brand, especially one rooted in Western New York pride. And it’s hard to forget Josh Allen’s early reaction when the company launched: “SO proud of you, sis.”

That support still hangs in the air today. In the end, Little Dreamers Co. may have started as a small family idea, but it’s quickly turning into a local success story.