Market & Competitor Analysis

on
Bedding Industry

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 Table of Contents
Market Analysis..................................................................................................................................................... 3

Market Size & Growth ...........................................................................................................................................3

Market Drivers ..........................................................................................................................................................6

Market Trends...........................................................................................................................................................6

Competitor Analysis ............................................................................................................................................ 7

Brooklinen ..................................................................................................................................................................7

Snowe ......................................................................................................................................................................... 10

Parachute Home .................................................................................................................................................. 12

Boll & Branch.......................................................................................................................................................... 14

Bed Threads ............................................................................................................................................................ 17

The Sheet Society................................................................................................................................................. 19

Competitor Comparison Table ....................................................................................................................22

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 Market Analysis

Market Size & Growth

The global home bedding market size was valued at USD 73.88 billion in 2020 and is
expected to expand at a compound annual growth rate (CAGR) of 9.0% from 2021 to 2028.

Figure: Home bedding market size worldwide from 2020 to 2028(in billion U.S. dollars)
The global home bedding market was valued at approximately 74 billion U.S. dollars in
2020. This market was forecast to reach a value of around 147 billion U.S. dollars by 2028.
Home bedding consists of products such as mattresses, bed linens, pillows, and blankets.

Figure: Home bedding market size in the United States from 2015 to 2025 (in billion U.S. dollars)

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The home bedding market in the United States was valued at approximately 13 billion
U.S. dollars in 2018. This market was forecast to reach a value of around 18.5 billion U.S.
dollars by 2025. Home bedding consists of products such as mattresses, bed linens,
pillows, and blankets.

Figure: Home bedding market size in the United States from 2015 to 2025, by product type (in
billion U.S. dollars)
The mattress market in the United States was valued at approximately 3.34 billion U.S.
dollars in 2018. This market was forecast to reach a value of around 4.9 billion U.S. dollars
by 2025.

Figure: Distribution of sales of the furniture and bedding industry in the United States in 2018
and 2019, by distribution channel

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Traditional furniture stores made up 36 percent of all retail sales in the furniture and
bedding industry in the United States in 2019. The online channel followed, representing
14 percent of all the industry's retail sales.

Figure: U.S. consumers' bed sheet and bedding purchase behavior in 2017, by shopping channel

This statistic shows consumer shopping channel preference when shopping for the top-
of-bed products in the United States in 2017. In 2017, 70 percent of respondents stated
that they preferred to purchase top-of-bed products, such as bed linen, bedsheets, and
bedding, in a physical store.

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The positive reaction to cotton’s hand-feel points to the fact that nearly six out of 10 (59
percent) consumers say softness is very important to their sheet purchase, the Monitor
finds. That’s followed by price (55 percent), durability to laundering (54 percent), and how
long the sheets last (53 percent). On average, consumers expect a quilt to last about eight
years, a blanket and comforter to last about six years, and a single sheet or sheet set to
last about four years.

Market Drivers
 Rapid modernization and urbanization have boomed the construction of
residential buildings which is expected to bolster the demand for home bedding
products.
 Furthermore, consumers increasing frequency of remodeling their house to change
with the trends is anticipated to increase the sales of mattresses and lines.
 Industry players are producing eco-friendly bed products that are helping the
products to sell themselves. Thus, the manufacturing of eco-friendly products is
expected to fuel market growth.
 Moreover, the substantial increase in expenditure on bedding products as well as
the high popularity of e-commerce is also expected to fuel the growth of the home
bedding market.
 Also, the market is largely driven by the rapid increase in consumer spending on
low-profile beds. Additionally, the rise in incidences of back problems among the
expanding populace, high adoption of adjustable beds, chiefly among the baby
boomer generation, increase in population and high disposable incomes are also
expected to highly impact the growth of the home bedding market.

Market Trends
Rediscovering the Classics (Bouclé & Corduroy): When most people think of bouclé, the
first image that springs to mind is probably the world-famous and timeless Coco Chanel
suit from the 1950s. In the 1980s and 1990s, the fabric disappeared from the trend radar.
But this year it’s celebrating a fantastic comeback in interior design. Bouclé hits just the
right spot between soft and hard-wearing. The upholstery is typically made of cotton and

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is especially durable. Whether on a sofa, armchair, cushion, or as curtains, bouclé fabric is
a real all-rounder and gives any room a cosy vibe. Paired with wood or metal, it softens
the more hard-edged elements.

A Mix & Match of Natural Materials and Shapes: Natural materials like linen, wool, and
wood immediately lend an organic, vibrant quality to any home. The natural connection
is especially apparent from last year’s DIY boom, with many walls now adorned by
macramé – decorative art made by knotting wool. Cushions and blankets made of woven
and braided wool in muted cream tones also create a natural and cosy look. Organic
patterns and structures inspired by nature are now a must in every home.

Sustainable Materials and Textiles: The textile industry has responded with fabrics made
from recycled polyester or resource-friendly hemp, cork as a substitute for wood, or fair-
trade organic cotton. Alternatives to animal-derived fabrics are also becoming more
common in the textile industry. Vegetarian or vegan leather can be produced from many
natural resources, from apples and pineapples to mushrooms and cacti. The range of
sustainable and environmentally friendly textiles has expanded in recent years and is
expected to continue to grow.

Competitor Analysis

Brooklinen
Brooklinen is a manufacturer and supplier of bed and bath linens as well as loungewear.
They produce bedding products at a fair price by cutting out the middlemen, focuses on
quality, and eliminates costs such as wholesaling, physical storefronts, and designer
licensing fees. Since launching in 2014, Brooklinen has obtained over 80,000+ 5-star
reviews and been featured in Forbes, Vogue, Fortune, New York Magazine, GQ, and more.
Brooklinen has raised a total of $60M in funding over 4 rounds. Their latest funding was
raised on Jun 30, 2021, from a Private Equity round.

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 Their Best Selling Products & Price

Environmental Credentials
Certified in an independent laboratory against a list of over 350 harmful substances
according to STANDARD 100 by OEKO-TEX®, certificate #17.HUS.08214 Hohenstein.

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 Their Materials
Classic Percale: Made of 100% long-staple cotton with a thread count of 270. Design to be
the best blend between quality and value, while offering a cooling surface for hotter
sleepers.

Luxe Sateen: Made with long-staple cotton, only these have a thread count of 480. These
are what consider “affordable luxury” sheets in that they’re really nice, yet the price is
reasonable.

Washed Linen Sheets: Made from French and Belgian flax and individually garment dyed
in Portugal, these linen sheets are incredibly popular and are a good option for hot and
sweaty sleepers who want an opulent set of sheets.

Heathered Cashmere: Combining cotton and Himalayan cashmere, these sheets are super
soft and luxurious. It’s made of 95% Cotton, 5% Himalayan cashmere.

Their Competitive Advantages

 OEKO-TEX Certified.
 Brooklinen accepts exchanges of unused, undamaged goods within 365 days of
purchase. Return shipping cost for domestic orders is paid for by Brooklinen.
 It’s made from 100% long-staple cotton, a natural material known for its quality,
durability, and breathability, and has a 270-thread count classic percale weave.
 Several color choices and a few patterns.

Company Basic Information

Website: https://www.brooklinen.com
Industry: Retail
Company size: 51-200 employees
Headquarters: Brooklyn, New York

Type: Privately Held

Founded: 2014

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Snowe
Snowe is a designer and retailer of luxury home goods intended to provide stylish and
durable home essentials and products. The company uses advanced technologies and
premium quality materials for making their homewares and household products and
retails them through its online retail platform, enabling consumers to avail of luxury-
quality home essentials at accessible and affordable prices. Partnering with the best
European and American factories, Snowe designs and creates luxury-quality home
products at a fraction of the cost of other premium retailers - designed to be used every
day and for every occasion.

Their Best Selling Products & Price

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 Environmental Credentials
Snowe sheets are Standard 100 Oeko-Tex certified. This means they’ve been tested to
ensure they do not contain materials like formaldehyde (sometimes found in wrinkle-free
sheets) and perfluorinated compounds (PFCs).

Their Materials
Linen Sheet Set: The Linen Sheet Set is made of Italian-milled linen from Belgian flax. The
material is treated using proprietary air-washing technology, giving it a softer-than-
average feel.

Percale Sheet Set: The Percale Sheet Set is made from Italian-milled, 500-thread count
100% Egyptian cotton. The sheets and pillowcases in this collection have a crisp hand-feel
that softens over time.

Sateen Sheet Set: The Sateen Sheet Set is produced from long-staple, 400-thread count
Portuguese cotton with an exceptionally smooth finish. The items in this set are also
breathable and wrinkle-resistant.

Their Competitive Advantages

 OEKO-TEX Certified.
 Crisp and clean design.
 Free shipping and a 90-day trial period.
 Multiple materials and weave options.
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  All sizes are available.

Company Basic Information

Website: http://snowehome.com/
Industry: Retail
Company size: 11-50 employees
Type: Privately Held

Founded: 2015
Headquarter: Brooklyn, NY

Parachute Home
Parachute is a U.S.-based direct-to-consumer brand that specializes in high-end bedding.
Founded in 2014, the company has since expanded its product line to include a mattress
as well as a diverse range of bath linens, furniture, and other accessories. The parachute
was founded in 2014 in Venice, California by Ariel Kaye as a way to offer high-quality
bedding at an affordable price. The company initially launched as an online-only, direct-
to-consumer brand and has since opened 10 bricks-and-mortar stores across the US.
Parachute Home has raised a total of $44.8M in funding over 6 rounds. Their latest funding
was raised on Jun 27, 2018, from a Series C round.

Their Best Selling Products & Price

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 Environmental Credentials
Parachute Home has been making sustainability efforts that range from materials to
packaging. The materials used for Parachute Home goods are Oeko-Tex certified, which
means the products are made safely without any harmful chemicals or synthetics.

Their Materials
Percale: Made of 100% long-staple Egyptian cotton, their percale features a matte, one-
over-one-under weave. It’s comparable to the perfect white button-down shirt: crisp,
clean, and classic. Garment-washed for ultimate comfort, it will continue to soften with
use.

Brushed Cotton: Brushed and then garment washed for a buttery soft finish, this 100%
cotton fabric feels just like sleeping in the favorite lived-in t-shirt. Slightly warmer than
their percale – but cooler than their sateen – it’s the ultimate in cozy.

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Linen: Made of pure European flax, their linen is casually elegant with timeless appeal. Its
luxurious, soft texture is achieved through garment washing – and only gets better with
time.

Sateen: Made of 100% long-staple Egyptian cotton, their sateen has a luxurious drape and
feels exceptionally smooth against the skin. Its four-over-one-under weave lends a subtle
luster that will gently diminish with washing.

Their Competitive Advantages

 OEKO-TEX Certified.
 Parachute has free ground shipping in the States and accepts returns on most
purchases within 60 days or 100 for mattresses.
 Parachute products are designed in Venice Beach and responsibly manufactured
by the world’s best artisans.
 Returned items donated to Habitat for Humanity.

Company Basic Information

Website: http://parachutehome.com
Industry: Consumer Goods
Company size: 51-200 employees
Headquarters: Culver City, California

Type: Privately Held

Founded: 2013

Boll & Branch

Boll & Branch is a direct-to-consumer luxury bedding and home goods company
established in 2013 by a husband and wife team who noticed a gap in the bedding industry
for pure organic, sustainable cotton sheets. The company's products are made from
organically grown cotton and comprise sheets, duvets, shams, towels, blankets, infant
bedding, and other products, enabling consumers to get authentic, pure, and chemical-

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free products at fair prices. They manufacture in India, Portugal, Pakistan, and the U.S.,
and their products are made by adults, who are paid fairly, treated with respect, and who
work at will. Boll & Branch has raised a total of $111.5M in funding over 4 rounds. Their
latest funding was raised on Aug 26, 2019, from a Private Equity round.

Their Best Selling Products & Price

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 Environmental Credentials
They are the first linen company that is Fair Trade, Global Organic Textile Standard
(GOTS), and OEKO-TEX certified.

Their Materials
Boll & Branch Signature Sheet Set is made from 100% organic cotton that is certified by
the Global Organic Textile Standard (GOTS) and Standard 100 by Oeko-Tex certified to
not contain harmful substances like formaldehyde (sometimes found in wrinkle-free
sheets) and perfluorinated compounds (PFCs).

Sheet Collection Material Weave

Signature Soft 100% organic cotton Sateen
Percale 100% organic cotton Percale
Linen 100% European linen Linen weave
Flannel 100% organic cotton Flannel weave

Their Competitive Advantages

 Their all products are certified by the Global Organic Textile Standard (GOTS) and
Standard 100 by Oeko-Tex.
 Comfortable luxury feel.
 High-quality weave that is guaranteed to last long.
 Made according to eco-friendly and fair trade standards.
 100% organic.

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 Company Basic Information
Website: https://www.bollandbranch.com
Industry: Consumer Goods
Company size: 51-200 employees
Headquarters: Summit, New Jersey

Type: Privately Held

Founded: 2014

Bed Threads
Bed Threads is a mid-size bedding sets & collections company operating the e-commerce
site. Bed Threads offers luxury bedding for an affordable price. Its 100% Flax linen sheets,
duvets, and pillowcases are a natural way to add comfort, quality, and class to the
bedroom. They pride themselves on creating beautiful soft linen sheets that are
affordable for the everyday person. They source their flax fibers from France, and then
the sheets are manufactured through ethical trading conditions in China. This is how Bed
Threads can create affordable sheet sets, this helps cut the cost of manufacturing.

Their Best Selling Products & Price

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 Environmental Credentials
More recently, the brand has become OEKO-Tex certified, meaning their factories adhere
to strict ethical and sustainable manufacturing practices, and are a carbon neutral brand,
meaning they offset carbon emissions of production and shipping.

Their Materials
Products made of 100% French Flax Linen and 100% Mongolian Cashmere. They source
their flax fibers from France, and then the sheets are manufactured through ethical
trading conditions in China.

Their Competitive Advantages

 Their all products are certified by Standard 100 by Oeko-Tex and a carbon-neutral
brand.

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  Wide range of products, including, sheets, pajamas, duvet covers, and more.
 Products made of 100% French Flax Linen and 100% Mongolian Cashmere.
 Bedding is designed to last longer than cotton and silk, uses pesticide-free flax.
 Free shipping in the US, Canada, & Australia.

Company Basic Information

Website: http://www.bedthreads.com.au
Industry: Retail
Company size: 2-10 employees
Headquarters: Sydney, NSW
Type: Privately Held
Founded: 2017

The Sheet Society

The Sheet Society was dreamt up by Hayley and Andy Worley in 2017 after they thought
the industry had hit snooze. Helped along by new addition baby Jake, they have a whole
new understanding of what makes for a great night’s sleep. Their bed sheets are available
in trend-driven colors, designs, and fabrics. They use only the best natural fibres. Their
core products use their signature long-staple Eden Cotton or a dreamy French Flax Eve
Linen.

Their Best Selling Products & Price

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 Environmental Credentials
Their Organic Cotton has been certified by the Global Organic Textile Standard, a third-
party certification process and The OEKO-TEX® Standard 100 certification. This means
their products are harvested, processed, woven, and sewn under accredited organic
suppliers, through environmentally and socially responsible manufacturing.

Their Materials
Eden Cotton: Their Eden sheets are made from a natural long-staple 100% cotton. The
plant they harvest their cotton from has the natural ability to grow fibres that are longer,
stronger and softer than regular cotton.

Eve Linen: Sustainably eco-friendly, and made from 100% pure certified French flax linen,
their Eve Linen is durable, breathable and easy to care for, not to mention feels incredible.

Leo Washed Cotton: 100% stone-washed cotton, now available in gingham. Introduce bed
to thick grids, tiny squares, picnic blankets, and double the gingham. There’s something
for everyone.

Their Competitive Advantages

 Their Organic Cotton has been certified by the GOTS and OEKO-TEX®.
 They offer 30 days bet guaranty for their customer.
 They offer $15 off the first order over $150.

Company Basic Information

Website: https://www.thesheetsociety.com.au
Industry: Retail
Company size: 11-50 employees
Headquarters: Abbotsford, Victoria

Type: Privately Held

Founded: 2016

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 Competitor Comparison Table
Brooklinen Snowe Parachute Boll & Branch Bed Threads The Sheet Society
Founded 2014 2015 2014 2013 2017 2016
H.Q. Brooklyn, Brooklyn, NY Culver City, Summit, New Sydney, NSW Abbotsford, Victoria
New York California Jersey
Certification OEKO-TEX® OEKO-TEX® OEKO-TEX® (GOTS), and OEKO- OEKO-Tex certified (GOTS), and OEKO-
TEX certified. TEX certified.
Materials Percale, Percale, Sateen Percale, Percale, Sateen, French Flax Linen & Eden Cotton, Eve
Sateen, Linen & Linen. Brushed Linen weave & Mongolian Linen & Leo Washed
& Cashmere. Cotton, Linen Flannel weave. Cashmere Cotton.
& Sateen.
Average $209 $220 $279 $240 $270 $130
Price
Advantages OEKO-TEX OEKO-TEX OEKO-TEX (GOTS), and OEKO- Oeko-Tex and a GOTS and OEKO-
Certified, Certified, 100% Certified, TEX certified, carbon-neutral TEX® certified, 30
100% long- long-staple 100% long- Comfortable luxury brand, Wide range days bet guaranty,
staple cotton,Crisp and staple feel, 100% organic. of products, Free $15 off the first
cotton, clean design. Egyptian shipping in the US, order over $150.
return within cotton, Canada, &
365 days of Returned Australia.
purchase. items donated
to Habitat for
Humanity.

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