What Piglet does

Piglet in Bed is a UK-based direct-to-consumer homeware brand founded in 2017 by Jessica Mason, originally operating from a garden shed in West Sussex. The company designs, sources, and sells bedding, sleepwear, bathroom textiles, and home accessories built primarily around natural materials such as European flax linen, organic cotton, and wool. Manufacturing is concentrated in a long-standing partnership with a century-old, family-run Portuguese textile mill that handles dyeing, weaving, cutting, sewing, and finishing on-site; products carry OEKO-TEX Standard 100 certification and cotton is sourced via the Better Cotton Initiative. The portfolio spans linen and cotton bedding collections, pre-curated bedding sets, sleepwear and loungewear, a bathroom range, the 'Wallow' bath-and-body sub-brand, a homeware line including table linens, cushions, curtains, and wallpaper, and a licensed Morris & Co. heritage collaboration.

The revenue model is primarily unit-based DTC e-commerce through Shopify storefronts segmented by geography (UK, US, international), with pricing spanning entry-level homeware under £10 to premium linen duvet covers above £169, augmented by seasonal sales of 20–50% off. A secondary wholesale channel was added through the Nordstrom department store partnership to serve the US market. Omnichannel capability is built on three owned physical stores in England opened between 2023 and 2025, with a fourth outlet planned at Gunwharf Quays in Portsmouth for 2026, and a Chicago warehouse supporting US distribution. The company sells to consumers across more than 40 countries spanning Europe, North America, and Asia-Pacific, supported by a Klaviyo-driven email program, an affiliate channel, Instagram and Pinterest organic presence, a 'Piglet Perks' loyalty program, and earned media in publications such as Vogue and the Telegraph.

The company has raised USD 8.5 million to date, led by Active Partners in June 2021, and is privately held with Jessica Mason as CEO and founder and Stuart Grant as Chairman. Headcount is reported in the 11–50 band, and growth has been funded primarily through operating cash flow plus the 2021 institutional round rather than repeated capital raises. The competitive position is anchored by natural-material positioning, signature design IP (notably the gingham pattern co-developed with the Portuguese mill), vertical supply-chain control, and a diversified distribution footprint that reduces dependence on any single channel or geography.

Name

Piglet

Legal name

Piglet in Bed

Website

https://pigletinbed.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Piglet in Bed is a UK-based direct-to-consumer homeware brand founded in 2017 that designs, sources, and sells natural-material bedding, sleepwear, bathroom, and homeware products through owned e-commerce, three physical stores in England, and a Nordstrom wholesale partnership serving consumers in more than 40 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Shipley

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce platforms selling bedding, sleepwear, bathroom, and homeware products directly to consumers. Pricing ranges from budget items under £10 to premium bedding sets over £100.
2. Retail Partnerships: Wholesale supply arrangements with major retail partners such as Nordstrom, generating revenue through bulk product sales to department store retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Piglet in Bed is a direct-to-consumer British lifestyle brand that designs, sources, and sells linen and cotton bedding, sleepwear, bathroom textiles, and homeware accessories. Products are crafted from responsibly sourced natural materials (European flax linen and BCI-sourced cotton) through a long-term partnership with a century-old family-run Portuguese textile mill, and are sold via own e-commerce storefronts (UK, US, and international), physical retail stores in England, and wholesale partnerships including Nordstrom.

Product overview

Piglet in Bed is a British direct-to-consumer lifestyle brand offering a unified portfolio of homewares centered on naturally-sourced bedding and sleepwear. The core product lines span linen bedding, cotton bedding, and bedding sets across multiple materials (100% linen, linen blend, organic cotton). These are complemented by sleepwear & loungewear collections (pyjamas, robes, knitwear), a bathroom collection (towels, robes, bath mats), and a homeware range (table linens, cushions, curtains, wallpaper, home fragrance). The company also offers a licensed Morris & Co. heritage pattern collection and a personal styling service. Products are crafted from natural materials including European flax linen and BCI-sourced cotton, with manufacturing in family-run Portuguese mills. The brand operates physical retail stores alongside its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Linen Bedding Collection Breathable linen bedding including duvet covers, pillowcases, fitted sheets, flat sheets, and valances in 100% linen and linen blend fabrics, designed for comfort-oriented consumers seeking natural, low-maintenance bedding.
• Cotton Bedding Collection Luxury cotton bedding including duvet covers, pillowcases, fitted sheets, and bedding sets in organic cotton and pure cotton fabrics for consumers seeking soft, year-round natural-fiber bedding.
• Bedding Sets Pre-curated bedding bundle sets combining duvet covers, pillowcases, and fitted sheets for complete bed styling, sold as a single unit to consumers.
• Sleepwear & Loungewear Natural sleepwear including pyjamas, pyjama sets, robes, nighties, and knitwear for women, men, and children in linen and cotton fabrics.
• Bathroom Collection Bathroom essentials including organic cotton towels, bath mats, robes, hair wraps, and headbands in various patterns and colors for everyday bathroom use.
• Wallow: Bath & Body Bath and body care line under the Wallow sub-brand including bath oils, body washes, candles, and home fragrances.
• Homeware Collection Home accessories including table linens (tablecloths, napkins, runners), cushions, blankets, throws, curtains, wallpaper, tote bags, and home fragrances.
• Morris & Co. Collaboration Collection Licensed bedding and sleepwear collection featuring Morris & Co. heritage patterns including Standen, Daisy, and Wandle designs in linen and cotton.
• Cosy Consultation Service Personalized consultation service helping customers select the right bedding and styling for their home.
• Gift Cards Digital gift cards available in various denominations for gifting across the Piglet in Bed product range.

Quantifiable outcome

• Over 9,000 verified 5-star customer reviews

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and secondary.

• Portuguese Manufacturing PartnerscoreStrategic or Co-development PartnerLong-term partnership with a century-old, family-run textile mill in northern Portugal. All stages of production from dyeing and weaving to cutting, sewing, and finishing happen on-site. The partnership began with the iconic gingham pattern and continues for ongoing production.
• NordstromcoreChannel Partner/ Reseller/ DistributorPartnership with Nordstrom department stores for US market retail distribution. Enables brand visibility and sales through major department store chain, complementing direct e-commerce operations.
• Morris & Co.secondaryStrategic or Co-development PartnerCollaboration collection featuring Morris & Co. heritage textile designs in Piglet in Bed's linen and cotton bedding and sleepwear products. Includes patterns like River Wandle Middlemore, Standen, and Daisy.
• Better Cotton InitiativesecondaryStrategic or Co-development PartnerPartnership for ethically sourcing all cotton materials. Better Cotton Initiative is a global non-profit organization promoting better cotton farming standards and practices.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Brooklinen: Brooklinen is a leading DTC brand offering competitively priced linen and cotton bedding sets, sheets, and loungewear, mirroring Piglet's core natural-material value proposition and e-commerce-first go-to-market.
• MagicLinen: MagicLinen is a linen home textiles DTC brand selling bedding, table linens, and bath linens crafted from European flax linen, a near-identical product and sourcing model to Piglet.
• Buffy: Buffy is a DTC home textiles brand selling bedding, comforters, and home linens through e-commerce with a sustainability and softness-first narrative that overlaps with Piglet's natural-materials story.
• Sijo: Sijo is a DTC bedding and sleepwear brand selling eucalyptus, cotton, and linen sheets, comforters, and loungewear, overlapping with Piglet across bedding categories and natural-material customer base.
• Rough Linen: Rough Linen is a small-batch US-based linen bedding and home textiles specialist selling direct, with the same natural-textile, low-maintenance aesthetic as Piglet in Bed.
• Cultiver: Cultiver is a DTC linen bedding and homeware specialist that targets the same premium consumer with washed linen sheets, duvet covers, and table linens, directly competing on materials and aesthetic.
• Parachute Home: Parachute is a DTC home brand built around linen and cotton bedding, bath, and loungewear with a similar "elevated everyday, low-maintenance" positioning. Overlap with Piglet extends across product, customer, and channel strategy.
• LinenMe: LinenMe designs and sells linen bedding, sleepwear, and home textiles online with a European manufacturing footprint, closely matching Piglet's linen-specialist positioning and DTC e-commerce model.

Emerging players

• Linoto: Linoto is a smaller linen home textiles DTC brand offering sheets, duvet covers, and robes made from natural European linen, with partial overlap in product mix and customer with Piglet.

Broad incumbents

• The White Company: The White Company is a UK-based multi-category premium homeware and bedding retailer with own-store and online presence, directly competing for the same British lifestyle-bedding shopper that Piglet targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pigletinbed
• Xx.com/pigletinbed
• Facebookfacebook.com/pigletinbed

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Piglet