Originally written by Timothy Adler on Small Business
Engaged couple Nick and Jo James were finding the experience of shopping for bedlinen extremely frustrating when they hit on the idea for Bedfolk.
Traditionally dominated by one or two department stores, Nick and Jo decided to set up an online business exclusively selling the finest cotton sheets, duvet covers and pillowcases. They are inspired by other online vendors who specialise in one bespoke product, such as Harry’s razors.
James says: “For a product you spend a third of your life in, it seemed ripe for disruption, getting better quality at better prices.”
The couple spent a year researching the bedlinen market, trying to source the best suppliers. The couple spent their honeymoon romantically or not, depending on how you see it, visiting textile factories in Portugal before settling on one in particular.
James says: “We go and do the hard work to find the best materials and the best makers and because we’re online we can do it at a fraction of the traditional luxury retail price.”
The couple, who like many entrepreneurs were working full time while pursing their start-up dream, sold their London flat to raise working capital and persuaded a Portuguese