Mattress retailer Tuft & Needle has officially entered the soft-bedding space with the recent launch of its sheets, pillowcases, and duvet covers.
Tuft & Needle has just debuted its first set of percale sheets after announcing a partnership with luxury bedding and fashion retailer Supima. The sheets will feature Supima’s high-quality, extra-long staple cotton, come in all sizes, and offer a trio of color options. According to Supima’s website, it was after extensive product research and tours of the cotton farm that Tuft & Needle “found that the premium properties of American-grown Supima cotton complemented the characteristics of the company’s mattresses.”
Tuft & Needle advertises the new bedding as soft, breathable, and made from a 215 thread count. While the sleep accessories are officially available online, a grand product reveal on social media has yet to come. Although, the company’s Instagram did offer us a little teaser of the sheet set with the accompanying caption, “Have you heard?” to rile up consumer excitement.
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THE GROWTH OF TUFT & NEEDLE
Tuft & Needle began in 2012 with a personal investment of $6,000, and now has a valuation of $170 million. The direct-to-consumer brand made its debut with only one mattress, and has since launched the Mint mattress and over a dozen new products. This year in particular, the company has experienced some big changes as the decision to introduce soft-bedding comes less than a month after Tuft & Needle merged with industry veteran Serta Simmons.
Following the merger, Tuft & Needle announced on Facebook that “[they] are about to become the largest sleep company in the world and will redefine this industry to be one that customers love.” The social media post went on to say that the brand’s recent expansion “solidifies Tuft & Needle’s everlasting permanence.” As storefront mattress companies struggle to keep up with e-commerce competition, Tuft & Needle openly acknowledges that “there’s clearly been a disruption in the mattress industry” and sees it as an opportunity to build.
Photos courtesy of @Tuftandneedle on Instagram