What Secret Linen Store does

Secret Linen Store is a UK-based direct-to-consumer e-commerce brand founded in March 2013 by sisters Molly Freshwater (Creative Director) and Harriet Mears (Managing Director), headquartered on the south coast in Bognor Regis. The company designs and sells premium home textiles — 100% linen bed linen, organic cotton, brushed cotton, cotton percale, Hungarian goose down duvets, towels, throws, curtains, and table linens — directly to consumers through its own website at prices positioned up to 40% below high-street equivalents. Manufacturing is outsourced to specialist partners in Portugal (bed linen) and Scotland (duvets, pillows, toppers made to order), with raw linen sourced from Masters of FLAX FIBRE-certified European growers in France, Belgium, and the Netherlands.

The business operates a DTC-only model with no disclosed wholesale or physical retail presence, shipping globally to at least the UK, Ireland, Germany, France, and the United States, with multi-currency checkout and flexible payment options (Klarna, Clearpay). The catalogue spans approximately 595 SKUs across bedding, table linens, and accessories. A team of roughly 35 in-house staff — referred to as 'bedmakers' — handles design, curation, marketing, and hand-packing from the UK headquarters, with the founders' family members among the team. The company holds B Corp certification (113 points, 2023), OEKO-TEX Standard 100, GOTS for organic products, and Masters of FLAX FIBRE certification, and markets through content channels including 'The Bed Spread' blog, the 'Living in Colour' content hub, and active social profiles on Instagram, Facebook, YouTube, TikTok, and Pinterest.

Revenue is not publicly disclosed, and the company remains privately held with no external funding rounds, no parent company, and no institutional investors — consistent with a bootstrapped, family-run operation. Recent strategic activity includes a June 2025 collaboration with Glassette ('Postcards from Home', a 15-piece cotton and linen collection) and ongoing extension into adjacent home categories. The value proposition rests on vertical DTC economics, supply-chain transparency through certification, and a content-led brand-building approach aimed at premium discretionary consumers seeking natural-fibre bedding.

Name

Secret Linen Store

Legal name

Secret Linen Store

Website

https://secretlinenstore.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Secret Linen Store is a UK-based direct-to-consumer e-commerce brand founded in 2013 that designs and sells premium natural-fibre bedding, duvets, towels, and table linens to individual consumers worldwide, manufacturing through partners in Portugal and Scotland.

Ownership category

akta.pro rank

Headquarters

HQ city

Bognor Regis

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time product sales through their own e-commerce website. Products include bed linen sets, duvets, pillows, throws, curtains, towels, and table linens. Direct-to-consumer model allows for competitive pricing without luxury markups.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Secret Linen Store is a UK-based direct-to-consumer home textiles brand that designs, sources and sells its own range of bed linen, duvets, pillows, throws, cushions, curtains, towels and table linens made primarily from European linen and organic cotton. The company operates its own e-commerce store and ships globally, serving individual consumers who want premium, traceable bedding and home textiles.

Differentiator

Problem solved

Functional benefit

Products and services

• Linen Bed Linen (Fitted Sheets, Flat Sheets, Pillowcases, Duvet Covers) Bed linen sets and individual pieces (fitted sheets, flat sheets, pillowcases, duvet covers) made from European linen and sold under the Secret Linen Store brand, manufactured in Portugal. Aimed at individual consumers seeking premium, traceable linen bedding.
• Organic Cotton Bed Linen Bed linen made from GOTS-certified organic cotton, offering a non-linen alternative within the Secret Linen Store bedding range. Target customers include those who prefer cotton over linen for softness or allergy reasons.
• Brushed Cotton Bed Linen Warm, soft bed linen made from brushed cotton, positioned as a winter-friendly bedding option. Sold direct to consumers via the Secret Linen Store website.
• Cotton Percale Bed Linen Bed linen made from cotton percale, providing a crisp, cool feel. Targeted at consumers wanting a hotel-style, breathable cotton alternative to linen.
• Duvets and Pillows Natural-fill duvets and pillows manufactured in Scotland for Secret Linen Store, sold as complementary products to its bed linen. Designed for consumers wanting a fully coordinated, traceable bedding setup.
• Throws and Cushions Decorative throws and cushions made from the same linen and natural-fibre materials as the bed linen, sold as accent pieces for the bedroom and living areas.
• Curtains Linen and natural-fibre curtains designed to coordinate with the Secret Linen Store bedding, sold direct to consumers to dress bedroom and living-room windows.
• Towels Bath towels sold as part of the home textiles range, including entry-level price points that make the brand accessible to first-time customers. Complement the linen bedding range to create a fully coordinated home linen set.
• Table Linen Tablecloths, napkins and placemats made from linen and natural fibres, sold direct to consumers for everyday dining and entertaining.
• Valances Bed valances in linen and natural-fibre fabrics, sold as a finishing piece for the bed base within the Secret Linen Store bed linen collection.
• Postcards from Home Collection (with Glassette) A collaborative home textiles collection developed with Glassette, featuring curated linen and home goods. Targeted at design-conscious consumers and gift buyers.

Quantifiable outcome

• Linen bedding maintains quality and gets softer with every wash over years of use, reducing replacement costs compared to synthetic alternatives that bobble quickly
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered strategic, core and minor.

• GlassettestrategicStrategic or Co-development Partner · 10 June 202515-piece collaboration called 'Postcards from Home' featuring bedding and table linens including the Stella Quilted Bedspread. Collection includes quilted bedspreads, curtains, duvet covers, and table linens made from cotton and linen. Products available exclusively through Secret Linen Store's website.
• European Flax/Flax Growers (France, Belgium, Netherlands)coreStrategic or Co-development Partner · 1 March 2013Partnership with European flax growers in Normandy, Hauts-de-France, Île-de-France, Belgium and Netherlands. The flax is Masters of FLAX FIBRE certified with full traceability from field to finished fabric. Growers practice integrated crop management without irrigation, using GMO-free seeds and mechanical processing with zero waste.
• Portuguese Manufacturing PartnerscoreStrategic or Co-development PartnerBed linen including duvet covers, fitted sheets, flat sheets, and pillowcases are designed in the UK and expertly crafted by manufacturing partners in Portugal. Products feature OEKO-TEX certification.
• Scottish Bedding ManufacturerscoreStrategic or Co-development PartnerTwo British bedding manufacturers with over 20 years experience making duvets, pillows and toppers. Products are made to order and crafted with finest fillings including responsibly sourced feathers and down.
• The Seam PartnershipminorStrategic or Co-development PartnerPartnership for repairs, alterations and customisations of bedding products, extending product lifecycle and reducing waste.
• Wilton (Laundry Care Experts)minorGTM or Marketing PartnerContent partnership with Wilton, laundry and fabric care experts, for advice on keeping colours vibrant and maintaining fabrics.
• Wallace Sewell (Colour Design Studio)minorGTM or Marketing PartnerExpert interview collaboration with British design studio Wallace Sewell on their relationship with colour for the Living in Colour content hub.
• The Little BotanicalminorGTM or Marketing PartnerPartnership featuring bedroom plants from The Little Botanical to help customers create calming bedroom environments for better sleep.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Soak & Sleep: UK-based DTC bedding and sleep retailer offering premium linens, duvets, and pillows. Competes with Secret Linen Store for UK customers shopping direct for premium bedding.
• Piglet in Bed: UK-based DTC linen bedding and home textiles brand with a similar founder-led, premium-natural-fabric positioning. Sells directly to consumers and competes for the same European linen customer as Secret Linen Store.
• The Linen Works: UK-based luxury linen bedding brand sold DTC and through select retailers. Direct competitor in the 100% linen bedding category with comparable European sourcing and premium price points.
• Magic Linen: Lithuania-based DTC linen bedding and home textiles brand shipping globally. Closely comparable to Secret Linen Store in product mix (linen bedding, curtains, table linens), DTC model, and natural-fabric positioning.
• Morrow Soft Goods: US-based DTC linen home textiles brand with a focus on stonewashed linen bedding and home goods. Comparable DTC channel, premium positioning, and natural-fabric sourcing.
• Brooklinen: US-based DTC premium bedding brand offering sheets, duvets, and bath linens direct-to-consumer. Closely comparable DTC channel and premium-natural-fabric positioning, though at larger venture-backed scale.
• Parachute Home: US-based DTC home brand selling premium bedding, bath, and home textiles direct-to-consumer with an emphasis on natural materials. Comparable DTC model and premium natural-fabric positioning to Secret Linen Store.
• Loaf: UK-based DTC home brand offering furniture, bedding, and home accessories direct-to-consumer. Comparable DTC channel and premium home positioning, though with a broader product range than Secret Linen Store.
• Dusk: UK bedding and home retailer operating DTC and through concessions, offering premium duvets, pillows, and bedding. Comparable premium bedding positioning and UK customer base.

Broad incumbents

• John Lewis: UK department store with a broad home and bedding assortment including premium linen and own-brand ranges. Indirect competitor capturing the same UK bedding customer through a multi-category retail platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjJNzKlQnDWLw5GxplZjbMQ
• Facebookfacebook.com/205071186311509
• Instagraminstagram.com/secretlinenstore
• TikToktiktok.com/@secretlinenstore
• Pinterestpinterest.co.uk/secretlinen
• Xx.com/secretlinen
• LinkedInlinkedin.com/company/secret-linen-store

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Secret Linen Store