It’s hard to believe Bed Threads has only been around for five years. Since starting with bedding in three sizes and six colours, delivering to Australia only, the brand has since expanded its range to 24 bedding colours and nine sizes, a fully customisable bedding Bundle Builder and products using its French Flax linen across bathroom, tableware and sleepwear.
It also stocks homewares and art, including ceramic dinner plates, sweet-smelling candles and colourful coffee table books, and, as of this week, furniture. The team’s latest venture is the result of two years of rigorous product design and development, and five years of touring and styling homes through its weekly series, The Makers.
“Bed Threads Furniture is a curated collection of just nine bedroom essentials in limited qualities that create a complete roomscape, or can be mixed and matched with pieces you already own and love,” says Genevieve Rosen, co-founder of Bed Threads. “The collection comprises bed heads, bedside tables, a sideboard and accessories that all possess a relaxed sophistication not unlike the linen that started it all.”
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Among the first drop is a Classic Rattan Bedhead, ranging from $1,599 to $1,799, depending on bed size, a Rattan Bedside Table for $680 and a Wavy Travertine Tray for $80, an ode to the material of the moment and use for candles, jewellery or as part of curated coffee table surface.
Rosen’s favourite piece, though hard to choose, is the Classic Linen Bed Head, $1,299 to $1,499. It’s timeless and elegant with soft curve detailing, and adds a touch of “old hotel chic” to any space, she says. Like the rest of the collection, it was created to evoke a sense of ease and warmth and to elevate any space.
“People are gravitating towards sustainable, handmade products that offer a natural element to their home décor now more than ever,” says Rosen. “It was important to us that when we expanded into this new category that we remained true to our ethos and environmental commitments. All our furniture items are designed to last and made from timeless, natural materials, like mango wood, rattan and, of course, linen.”
Rosen says she never saw herself running a business. In fact, she’d always dreamed of being a journalist, and after completing my journalism degree at university had spent close to a decade working for some of the top publications in Australia, which she’d loved and found very rewarding.
“In 2014 when my husband and I moved into a new apartment, I was searching for new bedding,” she says. “I knew exactly what I was looking for – it had to be pure linen, high quality, simple to wash, easy on the environment, reasonably priced and beautiful. I quickly discovered that the options I was looking at were either overpriced or underwhelming. I realised there was a gap in the market for affordable, pure linen bedding packaged in a set: a duvet cover, fitted sheet and two pillowcases.”
After tow years of meticulous research and product development, Rosen and her husband launched Bed Threads in 2017. Three weeks after launching, it sold out of its first shipment of stock, and Rosen knew the brand – then just a side business – had potential. Six months after juggling both her full-time job and Bed Threads, she decided to take the leap and give the brand her full attention.
“Our philosophy has always centred around providing our customers with luxurious homewares products of uncompromisingly high-quality, priced at an accessible point,” she says. “The entire Bed Threads range is designed for anyone wanting to create serene spaces that are imbued with subtle luxury and understated elegance.”
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