FOUNDED ON: Bed Threads’ Genevieve Rosen on investing in herself in 2022

We’ve never been ones for New Year’s resolutions. What we can get behind though, is kicking off ‘22 with some solid foundations (fresh goals! strong values!). So we’re stoked to have chatted to 5 makers about the ideas their brands are built on and where they’re headed in 2022.

Hello and thanks for chatting to us! Tell us a little bit about yourself.

I’m the founder of Bed Threads, a homewares brand that specialises in 100% French flax linen bedding, towels, sleepwear, tableware, and a curated selection of homeware, that I co-founded with my husband Alan in 2017. While I’ve always been a big fan of sleep, I haven’t always worked in the realm of design and interiors. Prior to starting my business, I was a journalist for around a decade, and wrote for publications including Body + Soul, TheVine and Qantas Magazine. We originally started Bed Threads as a side business—when we couldn’t find our dream linen bedding that was fairly priced, available online and aligned with our environmental values—but when it really started to take off, I made the decision to resign from my stable job (which I loved!) and work on Bed Threads full-time. 

What led you to start Bed Threads and what are the values/ideas it's founded on?

It all started in 2014 when my husband and I were moving into a new apartment and I was searching for new bedding. 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. What followed was two years of meticulous research and product development to bring Bed Threads to life, and after launching in 2017 we sold out of our first shipment of stock in the first three weeks.

Our philosophy has always centred around providing our customers with luxurious 100% French flax linen homewares products of uncompromisingly high-quality, priced at an accessible point. Being a direct-to-consumer brand allows us to pass the savings onto our customers, so everyone can enjoy beautiful natural fibres in their home.

What's the biggest lesson you've learnt while running your biz?

In the initial stages of building a new business it can be hard to find the budget to outsource to professionals, and so we often try to do everything ourselves or cut corners. We quickly learned that you get what you pay for, and taking shortcuts in areas of the business that are crucial for success can be to its detriment. For us, as a very visual brand, it means investing in the best photography and content team as the images speak for themselves. 

How would you describe your approach to 2022?

Everything created and curated at Bed Threads is thoughtfully designed or selected, and only becomes available to customers after a rigorous R&D process. Everything has to be perfect and truly align with our philosophy - which is that natural, high-quality and luxurious homewares should be accessible and priced fairly. That’s why it took two years of planning and testing before we launched in 2017. This continues to be the approach that drives Bed Threads in 2022. There are many new and exciting launches in the works across our bedding, sleepwear, art, homewares, bath and tableware lines all designed to elevate the everyday and make your dream home a reality, so watch this space!

Who/what inspires you to keep doing what to do?

Over the past four years it has been incredibly inspiring and rewarding to see the brand and our amazing community grow. We started with just our signature bedding set in three sizes and six colours, delivering to Australia exclusively. Now, we have expanded our range to 24 bedding colours across nine sizes; a fully customisable bedding Bundle Builder; and created products in our signature 100% French Flax Linen across bathroom, tableware and sleepwear lines. We also stock a range of homewares and are planning some exciting new categories. I am also really excited that Bed Threads is now available in the US, UK, Canada, Singapore and New Zealand. Our incredible Bed Threads community is now more than 409,000 strong on Instagram and 300,000 email subscribers, which is truly humbling.