How This Former Fashion Director Turned a Linen Sheet Set Into a Company
It's no secret that Australia's warmer climate makes linen the perfect fabric for our sleeping needs. But more than that, it's soft and yet durable texture has meant that In Bed has successfully grown an international cult following for not only linen, but the lifestyle mantra of relaxation that is seamlessly tied to the brand. It's not easy building a niche business, but it seems In Bed's founder Pip Vassett's aesthetic eye and ability to source high-quality fibres and on-trend colours have beckoned swarms of lovers from across the globe. (In Bed sold out of stock within the first four weeks of opening!)
Cutting her teeth in the fashion industry, it was the a simple idea to create classic, quality bedlinen that lead Vassett to use her already developed strategic and creative skills to not only build a brand but also to market an entire aesthetic and way of life. We sat down with the Vassett and took a tour of her studio to gain insight into how she created In Bed from scratch and the lessons she's learned along the way.
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LESSON #1: FIND YOUR POINT OF DIFFERENCE
"Prior to In Bed I worked as a fashion stylist for about eight years and I had a great appreciation for companies with a strong DNA and ethos. I felt there wasn't really any homewares brands that spoke to me in the way fashion labels I loved did. I wanted something that represented my tastes. Classic, utilitarian, simple, and beautiful—a brand and product offering that wasn't driven by trends but rather timeless, innate style."
LESSON #2: VALUE YOUR PRODUCT AND YOUR CUSTOMERS
"I had a good feeling that there were other people like myself who were looking for a homewares brand that was a little more on their wavelength. My hunch was proven right pretty quickly and I was lucky enough to have some great stockists within a week or so of launch. Essentially though, if we create a product and our customers like it, and they are happy with our service, this to me is the biggest success."
LESSON #3: START YOUR DAY RIGHT
"I get up at about 6.30 a.m. and take our dog, Buddy, to the park for a run around. I get home a little after 7 a.m., shower, get ready, and meditate. I've only recently started meditating after doing a course in vedic meditation, but I'm really enjoying it and trying to stick to the routine of 20 minutes morning and night. After that I'll have a quick breakfast before Eddie [her husband and In Bed's GM], myself, and Buddy all head to our office."
LESSON #4: ANYWHERE IS A GOOD PLACE TO START
"One of the biggest challenges was knowing where to begin and even how to run a business! I really didn’t know a lot when I first started out and it was all—and still is—a big learning curve. You learn a lot when you start a business. Which is one of the best things about it, of course. Now my ultimate goal is to grow and build the brand while staying true to the core ethos and values it began with."