From bedding and towels to sleep accessories, direct-to-consumer linen companies are making their mark on the industry and enhancing every aspect of your bedroom–and now, your kids’ rooms. These four brands, all founded or co-founded by women, are filling a void in the home lifestyle market by creating efficiencies and clarity within textile production, the supply chain of conventional linens (cutting out the middleman) and sourcing to produce high-quality, well-priced goods for today’s modern families.
Riley Jr., the baby and kids arm of Riley Home, features unisex bedding and bath collections for baby and kids. Crib sheets, crib mattress protectors, duvet cover and sham sets, baby blankets, sateen sheet sets and decorative pillows make up the bedding offerings while bathrobes, hooded baby towels and a hooded baby poncho round out the bath offerings. “We created the debut Jr. line with colors and patterns that we feel are timeless and evergreen, such as our pin dot print, star blankets and gender-neutral solids,” says company spokesperson Sogole Kane. The 100 percent cotton is sourced in Portugal and is 100 certified by Oeko-Tex (free of synthetics and harmful chemicals) to ensure no harmful substances are ever used. Smart details like having ties sewn into the corners that attach to the loops on the comforters have been added so the inserts don’t move or bunch up. “The collection is clean and modern but still has character, and coordinates really well together,” says Kane. “The patterns mix well with our solids so you can create your own look.” The brand has recently partnered with kids’ e-commerce site Maisonette to sell their wares and the feedback has been very positive. “Multiple parents have told us that their normally picky kids won’t take off the toddler bathrobes….now that’s a compliment!”
One of the first direct-to-consumer brands to launch in 2014, Parachute, has long believed in using the finest Oeko-Tex certified 100 percent Egyptian cotton (spun in Tuscany), 100 percent Turkish cotton and 100 percent European flax in its linens and towels (crafted in Portugal) made without any harmful dyes or bleaches. The brand’s 14-piece baby collection includes a mix of bedding and bath items designed for newborns up to toddler age. Striped, patterned (think sweet moon and star prints) and solid quilts, crib sheets, shams, waffle blankets and towels are on offer. “We kept hearing, ‘I want the same bedding…but for my child,'” says Ariel Kaye, Parachute’s founder and CEO. “Just like all Parachute products, our baby collection is designed in a neutral color palette that allows shoppers to mix, match and layer. Bold prints and bright colors are the norm when it comes to baby bedding, but we remain committed to our minimalist look.” The brand now has stores in Los Angeles, Dallas, Portland, Oregon, Chicago, San Francisco and New York City which are the perfect forum to showcase their newest Cloud Cotton baby collection. So far, the Baby Quilt has been a big hit with customers. “As a new mom, it’s one of my favorites as well,” says Kaye. “We offer the quilt as part of our core bedding collection, so to see it miniaturized is precious. Plus I love the versatility it offers. We strive to be a brand that grows with the family.”
Brooklittles by Brooklinen
Vicki Fulop, the founder of Brooklyn-based Brooklinen, started the linen company in 2014 because she and her husband Rich were looking for an alternative to designer bedding and wanted to create something more transparent in the industry. “We found that retailers were selling high-end bedding at up to ten times markup, inflating thread counts and operating on bloated supply chains that added to cost but not quality,” says Fulop. To this end, they created their bedding and bath line which now includes a 10-piece unisex Brooklittles collection of cotton sheets and swaddles and cotton and alpaca blankets in sweet prints and fresh solids. “We use the same high quality materials from our adult line, but brought it down to a baby friendly size,” she says of the 100 percent cotton offerings that are classified Oeko-Tex certified. “We were excited to have an opportunity to create a stylish and fun, gender neutral collection.” Fulop relies on feedback from customers to decide with categories to enter into next. “There’s a lot of opportunity here, and we plan to see what else we can bring to their nursery space. We’ve been told our swaddles are the softest mom’s have gotten their hands on.” And that’s the highest praise you can hope to receive.
Husband-and-wife duo Scott and Missy Tannen, founders of the New Jersey-based linen brand Boll & Branch, also found a lot of confusion in the market when they went sheet shopping as a couple. “What is thread count? What is Egyptian cotton? And what is the difference between a $200 set of sheets and an $800 one?” Tannen asked. The Fair Trade USA-certified brand boasts ethically-sourced organic cotton from India and their Fair Trade baby line of crib sheets and baby blankets is no exception. “There are no toxic heavy metals, formaldehyde or GMOs used,” says Missy, the brand’s co-founder and head of design and development. “The 100 percent organic cotton is toxin-free, grown on farms known to the brand and harvested with only rainwater as irrigation and mint, marigolds or sunflower seeds as pest deterrents.” Making sure that trust is there with the parents buying these products is paramount. “As a mom of three girls, I know that you will do anything to make sure your child is wrapped in the best whenever that option is available and we wanted to make sure we had that available for our customers.” The gift sets have been big sellers so far but the baby collection is always evolving. “We are introducing a few new products this holiday season and then early next year are excited to roll out a new baby collection and expanded product line for all new parents out there,” says Missy.