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Bedfolk

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Bedfolk is a direct-to-consumer comfort brand backed by leading UK investors.

108%
 - 
10 days left
£1,000,035 target
£1,080,982 from 148 investors
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Business overview

Location Cheltenham, United Kingdom
Social media
Website bedfolk.com
Sectors Home & Personal Digital B2C
Company number 10820067
Incorporation date 15 Jun 2017
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Investment summary

Type Equity
Valuation (pre-money) £9M
Equity offered 10.71%
Tax relief

EIS

Co investor True Capital

True Capital invest in digital-first breakout brands — from pre-seed to Series A level — that represent the future of consumer behaviour.

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Business highlights

  • £7.5m* of sales to 30,000+ customers since launching in 2018
  • Backed by leading consumer investors, including True
  • 3,500+ five-star reviews with an average rating of 4.9/5
  • An engaged and growing community of 150,000 ‘comfort addicts’
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Key features

  • Secondary Market
  • Seedrs nominee min. £54.40 +

Idea

Introduction

At Bedfolk we’re on a mission to help people wind down well.

We’re taking a stand against the culture of busyness and championing rest with our curated collection of the highest quality and most comfortable wind-down essentials. Think super soft bedding, ridiculously comfortable duvets and pillows, and the most luxurious bath products. And there's lots more soft and comfy things to come.

We’ve got big plans to become the category defining comfort brand, and we’re already well on our way.

But don’t just take our word for it…

Monetisation strategy

We’re a digitally native brand with the majority of revenue transacted through our website, bedfolk.com.

We acquire and retain customers using a diversified mix of online and offline owned, earned, and paid channels, including (but not limited to) referral, email, social, search, video, PR, direct mail, inserts, influencer, affiliates and podcast.

We’re a premium brand and our customer demographic reflects this, with 33% of orders coming from households in the top 10% of UK affluence, whilst 57% of customers are in the top 25% (based on a commissioned report carried out by Experian).

We are building meaningful relationships with interior designers, holiday rentals, and hotels, which we utilise as both a revenue stream and a customer acquisition channel – people using our products on their holidays are primed to become customers. Trade customers now account for around 5% of monthly revenue.

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Investing carries risks, including loss of capital and illiquidity. Please read our Risk Warning before investing.

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £9,014,026

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This shareholding type is available and the minimum investment required to select it.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.