Bedfolk is a direct-to-consumer comfort brand backed by leading UK investors.
Business overview
Location | Cheltenham, United Kingdom |
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Social media | |
Website | bedfolk.com |
Sectors | Home & Personal Digital B2C |
Company number | 10820067 |
Incorporation date | 15 Jun 2017 |
Investment summary
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’
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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