And Now Here's What a Scandi Cottage Looks Like—If You Want to Re-Do Your Home

Nicole Singh


When In Bed launched a few years ago, it's safe to say that the interior devout were in awe. While making bedding with 100 percent, quality linen seems like a simple idea, there was a definite gap in the market for this type of product, and thus all of our bedding needs were fulfilled.

Fast forward to just over four years later, and the brand has become so much more than a bedding label, traversing into products that fit the needs of every room in the home, providing impeccable styling ideas and an impressive digital presence, In Bed now also represents a movement of slow, stylish living. Recently opening its first retail store within the leafy suburb of Paddington, Sydney, we sat with founder, Pip Vassett, to learn how she created the brand's ethos into the store's styling and execution.



Opening your first flagship is a huge milestone, How did you get to this point?

I launched In Bed four-and-a-half years ago from a storage space and a tiny desk in our studio apartment. Since then, we’ve outgrown and moved offices four times, expanded our range and diversified into many different fabrics and products and we’re now a team of eight! It’s been a lot of work but the brand really had great momentum since the get-go, and I’ve been so fortunate to work with amazing people along the way and have the support of a lot of very kind people in the industry.

At what point did you know it was time to open a flagship store?

I love a great retail experience, and the thought of bringing the brand to life in bricks & mortar was always something I wanted to do. But in reality, we weren’t hunting for a location for our first store or looking to open a store any time soon. It was more that the space found us, and it all just seemed to come together. My husband (who is also our general manager) and I were shopping in the area and saw the For Lease sign and could see that the space had great bones and an incredible floor-to-ceiling window at the back that let sunlight flood in along with a beautiful leafy outlook. We called the real estate agent on the spot and that was it really!

What have been some of the early signals of success for your brand?

When we launched, we were doing something completely different within the homewares market, and I think this really resonated with a lot of people. We were lucky enough to get some really great press and pretty much sold out of our first shipment within a few weeks, so that was probably the biggest sign we were onto a good thing.



Tell us about the inspiration for the design of your flagship?

We worked with friends and collaborators, We Are Triibe on the fit out who we’ve worked with a lot in the past and really get what the brand is all about. The inspiration was really the same for the store as it is for the label: Warm, inclusive and welcoming.

You started as an e-commerce brand, what do you think is the benefit of having a brick-and-mortar establishment?

The biggest benefit is communicating with our customer on a more human level and knowing more than just snippets of data about each customer like you do online. I think it will also be a great testing ground for ideas, as you can see immediately if something is resonating with customers or if it’s not really working.

The fact that our products are all so tactile, and people will be able to touch and feel things and experience the brand in real life will also be great.

What was the design brief to your interior stylist and why?

To create a space that felt warm, inviting and sparked curiosity. Somewhere that didn’t feel so much like a retail space, but rather a beautiful home that you just wanted to linger in. We also wanted to use warm colours, lots of timber and natural materials. We want people to walk into the store, feel inspired and essentially wish they could move right in because they loved it that much. And I think Tina and Jess from We Are Triibe did just that!




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