What Down Etc does

Down Etc is a Millbrae, California-based bedding and home textile manufacturer that has operated since 2001, selling premium down and feather pillows, comforters, sheet sets, bath linens, robes, and related apparel through both a direct-to-consumer (DTC) e-commerce storefront and a business-to-business (B2B) hospitality supply channel. The DTC site is built on Shopify, with pricing spanning $4 to $875, free shipping on orders over $250, and an interactive "Pillow Butler" recommendation quiz to guide consumer selection. The product portfolio is anchored by a set of registered trademarks — Pillow Butler®, Aquaplush®, Absorb8™, D.O.E.®, Eyes Down™, Diamond Support®, and Rhapsody Wrap® — that segment the catalog across bedding, bath, and apparel use cases.

The B2B hospitality channel is the structural pillar of the customer base. Down Etc supplies major hotel flagships including Hyatt, Hilton, Marriott, Virgin Hotels, The Venetian Resort Las Vegas, Benchmark Resorts, Margaritaville, and Bal Harbour Miami, where specification-driven procurement and multi-property rollouts create incumbency advantages. On the consumer side, the company also targets a college dorm-kit sub-segment, broadening the addressable market beyond the premium-home buyer. The revenue model is entirely transactional: no subscription offering is in place, and no funding rounds, M&A activity, or executive team details have been disclosed. Headcount is reported at 101-250 employees, consistent with a mid-sized branded manufacturer running parallel DTC and hospitality operations.

Name

Down Etc

Legal name

down etc

Website

https://downetc.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Down Etc is a Millbrae, California-based DTC and B2B hospitality bedding and home textile manufacturer, founded in 2001, supplying down pillows, comforters, sheets, and bath linens to consumers and major hotel brands.

Ownership category

akta.pro rank

Product category

Home Bedding & Bath Products

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Pillows & Pillow Systems Retail (CRAIABAC)

akta.pro secondary industries

Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Premium bedding products
• Hotel-grade pillows
• Down comforters
• Bath linens
• Hospitality textiles

Headquarters

HQ city

Millbrae

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for bedding, pillows, comforters, towels, robes, and accessories sold directly to consumers through the ecommerce platform. No subscription or recurring revenue model observed.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

Down Etc sells hotel-grade bedding and bath products, including down and feather pillows, down and down-alternative comforters, sheet sets, mattress pads, bath towels, robes, blankets, and sleep accessories. The company operates a direct-to-consumer ecommerce storefront on downetc.com and runs a dedicated B2B hospitality sales channel that supplies commercial-grade bedding to major hotel chains and resorts worldwide.

Product overview

Down Etc is a hospitality-grade bedding and bath products company that has operated since 2001, celebrating 25 years of expertise supplying luxury bedding to hotels and resorts worldwide. The product portfolio centers on premium down and feather pillows (including the Rhapsody Wrap, Diamond Support®, and D.O.E.® organic cotton lines), white goose down comforters (in winter, all-seasons, and summer weights), and Aquaplush® hypoallergenic alternatives. These core bedding products are complemented by sheet collections, duvet covers, mattress protectors, and pillow protectors. The bath and resort line includes premium towels (Mojave, Kalahari, Sahara), robes (Taurus mountain collection with Absorb8™ technology), and accessories. The company also offers sleepwear, silk eye masks, and blankets. A notable service offering is the Pillow Butler Quiz—an interactive tool helping customers select appropriate pillows based on sleep preferences. Products are sold both individually and as bundles (pillow bundles, dorm bedding kits), targeting both direct-to-consumer and hospitality B2B channels including hotels such as Marriott, Hilton, Hyatt, and Virgin Hotels.

Differentiator

Problem solved

Functional benefit

Products and services

• Down & Feather Bed Pillows
• Down Alternative Pillows
• D.O.E. Down on Earth Organic Cotton Pillows
• Body & Pregnancy Pillows
• Rhapsody Wrap Pillows
• Diamond Support Pillows
• White Goose Down Comforters
• Aquaplush Down Alternative Comforters
• D.O.E. Down on Earth Organic Cotton Comforters
• Pillow Protectors & Duvet Covers
• Sheet Collections
• Mattress Pads & Feather Beds
• Bath Towels & Pool Towels
• Robes & Sleepwear
• Blankets & Throws
• Eyes Down Silk Eye Masks
• Digital Gift Cards
• Pillow Butler Quiz
• Hospitality B2B Bedding Supply

Quantifiable outcome

• Free shipping on orders over $250
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brooklinen: Premium DTC bedding brand selling sheets, comforters, and pillows direct to consumers with a comparable hospitality-inspired quality narrative; directly overlaps Down Etc's pillow/comforter core.
• Parachute Home: DTC premium home textiles brand with bedding, bath, and lounge categories and a strong 'hotel-quality' brand promise; competes head-to-head with Down Etc in the consumer bedding and bath segment.
• Boll & Branch: Premium DTC home textile retailer (sheets, comforters, duvets, towels) competing in similar price tiers and channels; overlaps Down Etc's bedding-and-bath product scope.
• Crane & Canopy: DTC bedding and bath brand offering sheets, duvets, and pillows at premium-but-accessible price points; directly comparable in assortment and ecommerce-led go-to-market.
• Authenticity50: Direct-to-consumer bedding brand focused on premium cotton sheets, pillows, and comforters; competes in the same quality-and-direct-service positioning as Down Etc.
• Frette: Heritage luxury linen brand supplying 5-star hotels and direct-to-consumer home linens; mirrors Down Etc's combination of hospitality clientele and DTC premium home bedding.
• Sferra: Luxury Italian linen maker serving both fine hotels and direct home customers; closest premium-hotel-pedigree DTC competitor to Down Etc's positioning.
• Matouk: High-end bedding, bath, and table linens brand with both hospitality and consumer channels; comparable in product mix (down comforters, sheets, towels) and luxury hotel supply relationships.
• Cuddledown: Direct-to-consumer and catalog retailer of down comforters, pillows, and bedding with a similar specialty-down heritage; closely overlaps Down Etc's core product range and price band.

Broad incumbents

• Pacific Coast Feather Company: Established incumbent in down and feather bedding with broader retail/wholesale distribution; competes in Down Etc's core down pillow and down comforter categories at scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/downetcinfo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Down Etc