Cheltenham bedding brand sleeps easy after £1 million investment

Bedfolk Jo and Nick James

A Cheltenham-headquartered, on-line quality bedding brand which launched in 2018, has secured £1 million investment from retail and consumer sector specialist investment firm True

Bedfolk will use the funds to expand its collection and add new product lines, as well as to invest in talent and marketing.

In addition to its financial commitment, True will support the business through making introductions to ecommerce and brand experts.

Bedfolk Linen in Rose, Snow & Ink[2] copyFounded by husband-and-wife team, Nick and Jo James, Bedfolk was established to simplify the bedding purchasing experience, providing its customers with a curated collection of ethically-produced luxury bedding at an affordable price point. As the business has grown, the pair have successfully built a strong brand identity and relaxed, approachable aesthetic focused on owning the ‘wind-down’ space, supported by their in-house photography studio in Cheltenham which allows them to have complete control of their creative content.

The Founders’ passion, strong business acumen and creative skillset, coupled with the quality and sustainability of the products was what first attracted True to the business.

Claire Cherry Investment Principal, True, said: “Nick and Jo have successfully built a strong brand identity in the ‘wind-down’ space that sets it apart from its competitors – a space which has only become more popular with consumers in the past year”, comments Claire Cherry Investment Principal, True. “We see that consumer behavioural change will continue to gravitate towards relaxation in the home, in line with the growing emphasis on good mental and physical health. Our sweet spot is finding businesses operating at the precipice of changes such as this, combined with great founding teams. We believe we’ve found this in Bedfolk. Both our investment and innovation teams are looking forward to helping support Bedfolk through introductions we can make to our specialist retail and consumer network.”

Nick James, Managing Director of Bedfolk says: “After a period of rapid growth we sought out investors who could not only provide capital, but who could also unlock additional value as we enter our next phase of growth. True has a proven track record of working with best-in-class D2C brands such as hush and maude, helping to grow these brands with their specialist expertise and wide-ranging network. We’re thrilled that they’ve joined us on our journey, and look forward to executing on our exciting plans for the year ahead.”

Last year Bedfolk reported sales increase by 850 per cent during April and May.