Europe’s Leading Retail + Consumer Investment Firm, True. – Invests £1M In Luxury Bedding Brand, Bedfolk

True., Europe’s leading retail and consumer investment firm, has invested £1M in Bedfolk, – a premium, direct-to-consumer bedding brand, with the funds to be used for expanding the Bedfolk range, hiring talent and marketing.

In addition to their financial commitment, True. will support the business through valuable introductions to ecommerce and brand experts in support of building out the business’ advisory board. And in becoming part of True.’s portfolio, Bedfolk will gain access to True.’s broad network of retail and consumer corporate partners, and their portfolio of other D2C brands from which to share ideas and best practice.

Bedfolk is a premium DTC bedding brand that’s on a mission to help people wind down well.

The brand provides a curated range of comfort essentials that sets a new standard for quality, at a price that doesn’t break the bank. Since launching, the’ve received over 2,000 5* reviews, they’ve been featured in The Sunday Times, The Independent, Good Housekeeping, and Elle Decoration, and they were recently named as one of the UK’s Top 200 Female Powered Businesses in a report by JP Morgan and Beauhurst.

Founded by husband-and-wife team, Nick (who formerly worked in Finance) and Jo James (an ex-brand marketing manager for Lorfords), Bedfolk was established in 2018 to simplify the bedding purchasing experience, – providing their customers with a curated collection of ethically-produced, luxury bedding at an affordable price. 

The business has rapidly grown, and the pair has successfully built a strong brand identity and a relaxed, approachable aesthetic focused on owning the ‘wind-down’ space, supported by their in-house photography studio in Cheltenham, which allows them to have complete control over their creative content.

The Founders’ passion, their strong business acumen, and their creative skillset (coupled with the quality and sustainability of the products) was what first attracted True. to the business;

Nick and Jo have successfully built a strong brand identity in the ‘wind-down’ space that sets it apart from its competitors – a space which has only become more popular with consumers in the past year,” said Claire Cherry, an Investment Principal at True. 

She added: “We see that consumer behavioural change will continue to gravitate towards relaxation in the home, in line with the growing emphasis on good mental and physical health. Our sweet spot is finding businesses operating at the precipice of changes such as this, combined with great founding teams. We believe we’ve found this in Bedfolk.”

Nick James, the Co-founder of Bedfolk said:

After a period of rapid growth, we sought out investors who could not only provide capital, but who could also unlock additional value as we enter our next phase of growth. True. has a proven track record of working with best-in-class D2C brands, helping to grow these brands with their specialist expertise and wide-ranging network. We’re thrilled that they’ve joined us on our journey, and we look forward to executing our plans for the year ahead.”

True.’s early-stage fund invests up to £1M in technologies and brands that represents the future of the retail and the consumer industry.

Bedfolk joins True.’s growing portfolio of fit-for-the-future early stage investments, which in the past year has included: the men’s make-up brand, War Paint, a female sexual wellness brand, maude, fertility benefits provider, Fertifa, sustainable personal-care brand, Planera, and computer-vision powered inventory tool, ARpalus.

You can find out more about True. here.

And Bedfolk here.