What scooms does

Scooms is a UK-founded, privately held direct-to-consumer e-commerce brand that designs and sells luxury bedding and bath products to affluent individual consumers. The company was established in 1997 and is operated by co-founders Emily and Jonathan Attwood, with a small team of 1–10 employees. Scooms sells exclusively through its own website (scooms.com) and is not stocked in high-street retail, generating revenue via one-time product purchases across a curated catalogue of duvets, pillows, mattress toppers and protectors, bed linen, towels, and sleep accessories.

The core technology of the brand lies in material specification and construction rather than software: hero products feature 700 fill power Hungarian goose down washed in natural thermal spring water, chamber-construction pillows (firmer inner core surrounded by softer outer chambers), baffle-box duvet construction for 9 tog variants, Egyptian cotton sateen at 300 thread count, French flax linen, 6A grade 22 momme Mulberry silk, and 720gsm Egyptian cotton towels. Manufacturing is distributed across five countries via family-owned partners: down products in Hungary, Egyptian cotton and linen bedding in Portugal, towels in Turkey, Mulberry silk in China, and throws and candles in the UK. A stack of certifications (Responsible Down Standard, Nomite, Oeko-Tex Standard 100, Downafresh, and Original Hungarian Goose Down Product with QR-code traceability from the Hungarian Chamber of Commerce) underpins the premium claim.

The business model is a single-channel DTC e-commerce operation with premium unit pricing (duvets $212–$1,044; pillows $164–$205; complete bundles up to $1,144) and a 5% bundle discount. Free next-day UK mainland delivery is offered above £50 via DPD, with international shipping to 40+ countries via DPD and UPS; the storefront supports multi-currency pricing (USD, GBP, EUR, AUD, CAD, HKD, AED). Customer acquisition relies on content marketing through the Pillow Talk blog, email newsletter with a £10 first-order incentive, organic social, and earned media through awards from Ideal Home, T3, Good Housekeeping, GQ, Evening Standard, and Telegraph, with a 60-night sleep trial reducing purchase friction. The company is founder-led, bootstrapped with no disclosed external funding, and operates without subsidiaries or a parent entity.

Name

scooms

Website

https://scooms.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Scooms is a UK-based, bootstrapped direct-to-consumer e-commerce brand founded in 1997 that designs and sells premium Hungarian goose down duvets, pillows, bed linen, towels, and sleep accessories to affluent individual consumers worldwide via its own website.

Ownership category

akta.pro rank

Product category

Luxury Bedding & Bath Linens

SIC

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

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industry

Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD)

Keywords

• Luxury bedding products
• Goose down duvets
• Egyptian cotton towels
• Premium bed linen
• Mattress protectors

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of luxury bedding, bath towels, and accessories through the Scooms e-commerce website. Products include Hungarian goose down duvets, pillows, mattress toppers, protectors, Egyptian cotton bedding, linen bedding, silk bedding, and towels. Revenue is generated through one-time product purchases with bundle discounts available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Scooms designs and sells luxury bedding and bath products direct-to-consumer through its e-commerce website scooms.com. The core range centres on Hungarian goose down duvets and pillows (700 fill power), complemented by pure cotton mattress protectors and toppers, Egyptian cotton sateen and percale bedding, French flax linen bedding, Mulberry silk bedding, and 720gsm Egyptian cotton bath towels. Products are manufactured by family-run partners in Hungary, Portugal, Turkey, and China and shipped to 40+ countries.

Product overview

Scooms offers a curated collection of luxury bedding and bath essentials, focusing on natural, ethically sourced materials. The core product line centers on Hungarian goose down duvets and pillows (with 700 fill power down), complemented by pure cotton mattress protectors and toppers. The portfolio extends to premium bed linen across four material categories: Egyptian cotton sateen (silky and smooth), Egyptian cotton percale (cool and crisp), French flax linen (airy and relaxed), and Mulberry silk (gentle and soothing). The bath collection features 720gsm Egyptian cotton towels, bath sheets, hand towels, face cloths and bath mats. Supporting accessories include natural scented candles, Merino lambswool throws, silk pillowcases and eye masks, plus care accessories (wool dryer balls, storage bags). Products are sold individually and as curated bundles offering 5% savings. Duvets, pillows and toppers are manufactured in Hungary; Egyptian cotton bedding and protectors in Portugal; towels in Turkey; Mulberry silk in China; and throws and candles in the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Hungarian Goose Down Duvet Hand-made luxury duvet filled with 90% Hungarian goose down and 10% small white Hungarian goose feather, featuring 700 fill power, available in multiple sizes and tog ratings (2.5, 4.5, 9, and all-season combinations up to 13.5 tog) with a 300 thread count sateen cotton cover.
• Hungarian Goose Down Pillow Chamber-construction pillow with a firmer inner core (15% down + 85% feather) and softer outer chambers (90% down + 10% feather), available in soft/medium and medium/firm options, covered in dust mite-proof 300 thread count sateen cotton.
• 100% Pure Cotton Mattress Protector Pure cotton mattress protector with 200gsm cotton filling, diamond-quilted 200 thread count cotton percale casing, and fully elasticated cotton skirt. Available in standard (30cm) and deep (40cm) fit for mattresses up to Emperor size.
• Hungarian Goose Feather & Down Mattress Topper 7cm thick mattress topper filled with 15% Hungarian goose down and 85% Hungarian goose feather, featuring baffle box construction with 7.5cm squares and elastic corner straps for secure attachment.
• 100% Pure Cotton Pillow Protector (Pair) Breathable pillow protectors made from 100% jersey cotton with hidden zip closure, designed to protect pillows from moisture, allergens and wear while maintaining loft.
• Egyptian Cotton Bath Towels 720gsm Luxury bath towels made from Egyptian cotton with 720gsm weight, offering plush absorbency and softness. Available in multiple sizes including bath towels, bath sheets, hand towels, face cloths and bath mats in colours including white, grey, pink, green, and sage green.
• Natural Scented Candles Hand-poured natural scented candles in three fragrances (lemon, lavender, and rose) designed for relaxation and better sleep.
• Merino Lambswool Throws Soft lambswool throws available in five colours, designed to add warmth and texture to the bedroom.
• Mulberry Silk Pillowcase 6A grade 22 momme Mulberry silk pillowcases available in ivory and black, designed to be gentle on hair and skin.

Quantifiable outcome

• 3 times longer loft retention compared to synthetics when well cared for
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• Family-owned Textile Makers (Hungary)coreOthersManufacturing partners for duvets, pillows, and toppers. Family-run business in Hungary renowned for best quality, ethically sourced goose down and feather. Certified by The Responsible Down Standard.
• Family Textile Firms (Portugal)coreOthersManufacturing partners for Egyptian cotton bedding, linen bedding, and protectors. Family firms in Portugal carefully selected for dedication to high quality materials, expertise, and ethical standards.
• Responsible Down StandardcoreStrategic or Co-development PartnerIndependent, voluntary global standard ensuring down and feathers come from geese treated well and never suffer from live plucking. Follows chain of custody from farm to product.
• NomitecoreStrategic or Co-development PartnerAnti-allergen standard indicating products are suitable for house dust mite allergy sufferers. Certifies Scooms down pillows and duvets are suitable for dust mite allergy sufferers.
• OEKO-TEX Standard 100coreStrategic or Co-development PartnerWorldwide consistent, independent testing and certification system for screening of harmful substances in textile products. Verifies products tested for harmful toxins and chemicals.
• DownafreshcoreStrategic or Co-development PartnerConfirms feathers and down comply with EN 12935, regulating hygiene and purity requirements for feathers and down. Products examined by hygienic laboratory.
• Hungarian Chamber of CommercecoreStrategic or Co-development PartnerAwards Original Hungarian Goose Down Product certification with guaranteed traceability to suppliers who provide Original Hungarian Product. Every Scooms duvet and pillow comes with Original Hungarian Goose Down tag and QR code.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Soak & Sleep: UK-based DTC luxury bedding retailer specialising in premium duvets, pillows, bedding and towels with a curated, hero-product proposition. Direct competitor to Scooms in the UK premium bedding category with overlapping Egyptian cotton, goose down and linen ranges.
• The White Company: UK-based premium home and bedding brand selling duvets, pillows, linen bedding, towels and homeware direct to consumers. Closest UK incumbent to Scooms' premium, ethically sourced, neutral-aesthetic positioning across bedding and bath.
• Brooklinen: US-headquartered DTC bedding brand built around sheets, duvets, pillows and towels with a curated, premium-direct positioning. Mirrors Scooms' model of skipping retail, leading with hero SKUs and bundling.
• Parachute Home: DTC premium home essentials brand selling bedding, bath and table linens (Egyptian cotton, linen, percale). Shares Scooms' hero-product curation, material-led storytelling and bundle-led AOV strategy.
• Dusk: UK premium bedding, duvet, pillow and towel retailer founded in 1971. Direct competitor in the British premium bedding market with overlapping hero products and price-to-quality positioning.
• Gingerlily: UK-based silk bedding specialist offering mulberry silk pillowcases, sheets and bedding. Direct overlap with Scooms' Mulberry silk bedding bundle and accessories category.
• Christy: UK heritage towel and bedding manufacturer (known for Wimbledon towels). Comparable to Scooms in premium Egyptian cotton towels and bedding retail with similar materials-led positioning.
• Frette: Italian luxury linen house supplying premium bedding and bath to consumers and hotels globally. Comparable to Scooms as a premium-tier linen, duvet and bath brand with similar material-led storytelling.

Broad incumbents

• John Lewis & Partners: UK broad-line home and furniture retailer stocking premium bedding, towels, duvets and pillows. Overlaps with Scooms across nearly every category but operates at much broader scale and as a multi-brand department-store alternative rather than a specialist DTC.

Emerging players

• Sheridan (and Peter Alexander): Australia-based premium bedding and home linens brand selling duvets, sheets and towels. Comparable to Scooms in materials-led positioning (Egyptian cotton etc.) and overlapping pricing tier in the Australian market Scooms now ships into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 scooms