Direct-to-consumer bedding hits the home

Creating a personal sanctuary to recharge is becoming a higher priority for young people. Already, 61% of youth say the ritual of taking care of themselves at home has become more important to them in recent years. For those with roommates, the bedroom is often the focus since it’s typically the one area they can truly personalize, and these direct-to-consumer bedding companies are helping them elevate their space.


Frustrated by the lack of beautiful and quality bedding at an affordable price, Hill House Home founder Nell Diamond decided to create her own luxury bedding to make the process easy, fun, and on-budget. The company's sheets come in either a percale or sateen fabric and are made in a family owned and operated factory in France. The brand offers a “move-in day box” which comes with two pillowcases, two inserts, a duvet cover, and fitted sheets to make the process easier. Mini pillows, robes, and pajamas have also been added to the catalogue and promise to be just as soft and inviting as the bedding.


Brooklyn-based Brooklinen is on a mission to provide the best sheets in the business for a bargain. Percale and Sateen are the main fabrics offered in their Luxe and Classic sets, but they also have a limited-edition linen collection made and stonewashed in Portugal that is cooler than cotton and incredibly soft. The most basic set includes a flat sheet, fitted sheet, and two pillowcases and comes in an assortment of neutral colors that can be easily mixed and matched. Bedding at Brooklinen is as low as $99, and the company keeps these prices low by cutting out the middleman and saving as much at $200 in retail costs.


Boll & Branches bills itself as “Ethically made. Epically soft.” The startup was created by Scott and Missy Tannen to bring customers affordable sheets made from organic cotton. Cotton can be one of the most pesticide-filled crops, but Boll & Branch promises bedding created with chemical-free, organic cotton that’s Fair Trade certified. The brand also boasts the title of the fastest-growing organic cotton brand and the seventh largest overall consumer of organic cotton, according to the Textile Exchange.