Piglet in Bed Teams With Morris & Co. for Nature-inspired Collection

Piglet in Bed is tucking in with Morris & Co.

Last month, the British bedding and lifestyle brand launched a new collection in collaboration with Morris & Co., the renowned decor brand. The 11-piece collection, priced between $29 and $229, includes sleep essentials like sleep masks, pajama sets, robes and scrunchies.

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Inspired by May Morris, an English artisan and embroidery designer who was the daughter of William Morris, each piece in the collection features “peaceful” prints that evoke elements of nature.

“When the Morris & Co. design team showed us some options from their archive, we were immediately drawn to May Morris’s work,” Jessica Hanley, founder of Piglet in Bed, told WWD. “Her delicate and whimsical prints ‘Honeysuckle’ and ‘Middlemore’ are deeply inspired by nature, perfectly complementing the natural and relaxed aesthetic of the linen sleepwear they would adorn. Our design team then experimented with colors to ensure they would seamlessly integrate with our existing palette.”

Although the collection just launched, Piglet in Bed has been developing this collaboration since December 2022.

“We approached Morris & Co. in 2022 because we were excited about the idea of a British design legend collaborating with a future heritage brand,” Hanley explained. “We believed that merging our expertise in linen with their archival prints would create something truly special.”

U.S. Expansion

Piglet in Bed’s latest collection highlights the brand’s push to establish itself as a bedding leader in the U.S. market.

Founded in 2017 in Hanley’s childhood bedroom in West Sussex, England, the brand initially started as a small direct-to-consumer linen company. Over time, its product range evolved to encompass duvet covers, pillowcases, sleepwear, loungewear, table linens, curtains and accessories.

However, after a few years of packing orders from home and shipping them overseas, Hanley made the decision to expand her brand to the U.S.

“From the beginning, we hoped our brand story would resonate with audiences beyond our borders. We couldn’t have predicted just how strong that demand would be from the U.S.,” she said. “So, in 2019 we launched an American site and set up U.S.-focused operations. Now, our U.S. business has nearly caught up with our home market, accounting for 40 percent of [our] business. While we’re proud [of our expansion], we still have a long way to go in terms of brand familiarity.”

In addition to expanding into the U.S. market, Hanley said her team is “hard at work” planning and tailoring an in-person brand experience for U.S. customers.

“Opening retail stores in the U.K. was a huge, exciting and scary decision that dramatically expanded our business. It confirmed our belief that our brand deserved a fully immersive retail experience,” she added. “When we eventually open in the U.S., we’ll apply the same careful consideration to location, design and product, providing our American customers with the immersive experience that sets us apart from our competitors.”

Sustainability Focus

While Hanley is laser-focused on expanding her business, sustainability remains her top priority. In fact, according to Hanley, her business was founded with “sustainability at heart.”

“When we think beyond linen, it’s important to center sustainability in all new textile decisions,” she added. “Cotton production is a mixed bag in terms of environmental impact, which is why we’re so grateful to the Better Cotton Initiative for helping us understand where — and what — to source, ensuring our cotton products are farmed responsibly and grown sustainably in communities that benefit from their crops.”

Aligned with its sustainable ethos, Piglet in Bed ensures that all bedding in its range is Oeko-Tex Standard 100-certified. This certification guarantees that every component, from fabric to thread, undergoes rigorous testing, ensuring freedom from up to 350 toxic chemicals.

Additionally, the buttons are crafted from wood, eliminating the need for plastic, and the wool is sourced from non-mulesed sheep, guaranteeing their well-being and ethical treatment.

“In recent years, we’ve seen large businesses announce a bunch of environmental and sustainability projects. Some of these have worked out — others, not so much,” Hanley said. “At Piglet in Bed, we’re committed to bringing a sustainability lens to all our corporate decision-making — from minimizing plane or car travel to holding suppliers accountable to high standards to embracing new technologies across the value chain.”

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