Morrow Soft Goods
Morrow Soft Goods is a privately held, LA-based DTC e-commerce brand founded in 2016 that designs and sells OEKO-TEX and GOTS-certified organic and natural-fiber bedding, bath, and living textiles to conscious home consumers, interior designers, and specialty retailers.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Morrow Soft Goods does
Morrow Soft Goods is a privately held, founder-led direct-to-consumer e-commerce company headquartered in Los Angeles that designs and sells sustainable home textiles across bedding, bath, and living categories. Its product portfolio spans sheet sets, duvet covers, pillowcases, quilts and coverlets, fitted and flat sheets, and bolster pillows for bedding; bath mats, towels, shower curtains, and kitchen mats for bath; and throw pillows, blankets, candles, and doormats for living, with $5 swatches, curated Pairings bundles, and digital gift cards from $50 to $700 as supporting SKUs. The underlying technology is sustainable natural-fiber textile production: OEKO-TEX Standard 100 across the line and GOTS certification for Organic Matte Sateen, with proprietary material formulations including a 55% hemp / 45% cotton blend, European flax linen made at a mill that recycles 56% of process water, and a cotton/Tencel Lyocell blend produced with over 99.8% solvent recovery. Products are manufactured in Portugal and ship from Southern California.
The company makes money through three channels. The primary revenue stream is direct e-commerce via its Shopify storefront (free shipping on domestic orders over $250), supplemented by roughly 25+ US wholesale stockists including Lawson Fenning, Lulu and Georgia, Revolve, Moda Operandi, and Abode Home Decor, and a Designer Trade Program offering interior designers a 15% discount, free swatches, and early access to new products. Unit pricing ranges from $45 doormats to $389+ sheet sets, with auto-applied bundle discounts at checkout. Customer segments are horizontally sliced: conscious home consumers buying natural-fiber bedding and bath goods, interior designers sourcing via the Trade Program, and specialty home decor retailers buying through wholesale.
The brand is bootstrapped, with no disclosed outside funding, parent company, or institutional ownership, and has remained at a 1-10 employee scale since its 2016 founding by Stephanie Cleary and Michelle Toney. Marketing is content-led through a Journal blog, Instagram, SEO-optimized collection pages, an email newsletter offering $25 off a first order of $200+, and an interactive Bedding Quiz that funnels visitors toward material-appropriate sheet sets. Operational sustainability is reinforced through partnerships with LA Quilting and Florals (repurposing returns and damaged goods) and Ridwell (plastic recycling), positioning the company in the premium sustainable home textile niche.
Morrow Soft Goods firmographics
Firmographics- Name
- Morrow Soft Goods
- Legal name
- Morrow Soft Goods
- Website
- https://morrowsoftgoods.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Morrow Soft Goods is a privately held, LA-based DTC e-commerce brand founded in 2016 that designs and sells OEKO-TEX and GOTS-certified organic and natural-fiber bedding, bath, and living textiles to conscious home consumers, interior designers, and specialty retailers.
- Ownership category
- akta.pro rank
Morrow Soft Goods industry classification
Industry- Product category
- Home Textiles
- NAICS
- Curtain and Linen Mills (31412)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Bed Linen & Bedding Manufacturing (Sheets/Pillowcases/Duvet Covers/Comforters/Blankets) (IMAOAKAA)
- akta.pro secondary industries
- Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)
Keywords
Where Morrow Soft Goods is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Morrow Soft Goods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via their e-commerce platform. Products include bedding, bath, and living items sold at various price points from $45 to $389+.
- Wholesale to Stockists: Products sold through approximately 25+ retail stockists across the United States including home decor stores, design shops, and online retailers.
- Trade Program: Interior designers receive 15% discount on site-wide purchases through the trade program, facilitating B2B sales to design professionals.
- Gift Cards: Digital gift cards sold in denominations from $50 to $700, delivered by email with instructions to redeem at checkout.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product-level pricing from $45 to $389+ |
| One time/ perpetual license | Pay-as-you-go | Trade Program - 15% discount for designers |
| Unit Pricing | Pay-as-you-go | Gift Cards in $50-$700 denominations |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Morrow Soft Goods product offering
Product offeringCore offering
Morrow Soft Goods designs and sells sustainable home textiles — primarily bedding (sheet sets, duvet covers, pillowcases, quilts, fitted and flat sheets), bath products (bath mats, towels, kitchen mats, shower curtains), and living items (throw pillows, blankets, candles, doormats) — through its own e-commerce storefront, a wholesale stockist network, and a trade program for interior designers. Materials include organic cotton, hemp-cotton blends, European linen, and Tencel, with OEKO-TEX and GOTS certifications supporting sustainability claims.
Product overview
Morrow Soft Goods is a sustainable home textiles company offering a unified portfolio of bedding, bath, and living products. The core product line centers on bedding essentials including Sheet Sets, Duvet Covers, Pillowcases, Quilts + Coverlets, Fitted Sheets, Flat Sheets, and Bolsters + Lumbars across multiple material types (Organic Percale, Organic Matte Sateen, Hemp Cotton, Cotton). The bath collection includes Bath Mats, Bath Towels, Shower Curtains, and Kitchen Mats. The living category features Throw Pillows, Blankets, Candles, and Doormats. Supporting the core products are Pairings (curated bundles), Swatches (sample materials), and Gift Cards. Founded in 2016, the company specializes in organic and sustainable textiles designed in Los Angeles.
Differentiator
Problem solved
Functional benefit
Products and services
- Sheet Sets Sheet sets available in Organic Percale, Organic Matte Sateen, Hemp Cotton, and Cotton Blend materials; each set includes a fitted sheet, optional flat sheet, and pillowcases.
- Duvet Covers Duvet covers offered in materials matching the sheet sets, designed to add color and softness to bedroom spaces.
- Pillowcases Pillowcases in curated colors and fabrics across all material types, intended to coordinate with bedding or add accent color.
- Quilts + Coverlets Lightweight quilts and coverlets offered in patterns and solids, designed for standalone summer use or layered over duvets in winter.
- Fitted Sheets Fitted sheets available in Organic Percale, Organic Matte Sateen, and Hemp Cotton materials.
- Flat Sheets Flat / top sheets available in Organic Percale and Hemp Cotton materials.
- Bolsters + Lumbars Longer throw pillows designed for easy styling on beds or couches.
- Throw Pillows Hand-woven pillows in various patterns and colors, designed to pair with blankets and bedding.
- Blankets Handwoven throw blankets in subtle patterns made from natural materials.
- Candles Hand-poured, clean-burning candles in grounding, nature-inspired scents.
- Bath Mats Cotton bath mats in vintage-inspired patterns and versatile earth tones, available in Standard and Runner sizes.
- Bath Towels Soft cotton bath and hand towels designed to coordinate with Morrow Soft Goods bath mats.
- Shower Curtains Cotton hemp blend shower curtains in vintage-inspired stripe patterns.
- Kitchen Mats Washable cotton kitchen mats in easy patterns and earth tones.
- Doormats Coir and PVC doormats with retro check patterns, suitable for indoor or outdoor use.
- Swatches Fabric swatches available for purchase so customers can evaluate material quality and color before buying.
- Pairings Curated product bundles combining complementary bedding and living items for coordinated room styling.
- Gift Cards Digital gift cards available in $50, $200, $300, $400, $500, $600, and $700 denominations, delivered by email and redeemed at checkout.
Quantifiable outcome
- Mill recycles 56% of water used during production
- +1 more outcomes
Companies that use Morrow Soft Goods
Customer profileSegments3 records
Ideal customer profiles3 records
Morrow Soft Goods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Morrow Soft Goods partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- LA Quilting and FloralsminorPartnership for repurposing returned and damaged goods. Sustainability-focused initiative to minimize waste from product returns and damaged items by finding secondary uses through this LA-based partner.
- RidwellminorPartnership for plastic collection and recycling. Ridwell collects plastic waste accumulated in the company's operations, supporting their commitment to minimizing environmental impact.
- Lawson FenningcoreLos Angeles-based home decor retailer and stockist carrying Morrow Soft Goods products including bedding and bath items. Flagship stockist location.
- Lulu and GeorgiacoreOnline home decor retailer offering Morrow Soft Goods bedding and bath products to their customer base. E-commerce focused stockist.
- RevolvecoreOnline fashion and lifestyle retailer carrying select Morrow Soft Goods home textile products. Broader lifestyle positioning.
- Moda OperandicoreLuxury fashion and home e-commerce platform featuring Morrow Soft Goods products in their home collection. Premium positioning.
- ShopifycoreE-commerce platform powering the Morrow Soft Goods website and online store. Shopify enables the D2C sales channel and processes payments.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Morrow Soft Goods competitors and assessment
Company assessmentDirect peers
- Snowe Home: DTC premium home essentials (bedding, bath, tabletop) with a similarly curated, minimalist brand aesthetic. Comparable price band and overlapping channels, though Snowe historically emphasized direct-to-consumer over trade/wholesale.
- Coyuchi: Organic and sustainable home textiles company with GOTS-certified bedding, towels, and loungewear. Nearest peer on certifications, organic-cotton sourcing, and earth-tone aesthetic.
- Parachute Home: DTC bedding and home essentials brand built around natural materials (European flax linen, Egyptian cotton, Turkish cotton). Overlapping assortment, similar premium price band, and same multi-channel wholesale-plus-DTC motion as Morrow.
- Boll & Branch: Premium DTC bedding brand founded around 100% organic, Fair Trade-certified cotton. Closest direct comparison to Morrow on the sustainability/certifications axis, with overlapping sheet, duvet, and towel categories and similar price positioning.
- Brooklinen: One of the original DTC premium bedding brands offering sheets, duvets, towels, and loungewear at comparable price points. Direct head-to-head competitor to Morrow on sustainable-premium positioning, though Brooklinen operates at a much larger scale and has raised venture capital.
- Cultiver: Australian DTC brand specializing in linen bedding, cushions, and home textiles with an earthy, neutral palette very close to Morrow's. Direct comparable on aesthetic and on the linen-heavy assortment; operates DTC plus selected stockists.
- The Citizenry: DTC home goods brand pairing sustainable materials with artisanal positioning across bedding, throws, and decor. Comparable brand-building approach (content, designer profiles, sustainability storytelling) and overlapping curated assortment.
Broad incumbents
- Pottery Barn: Established national home retailer offering organic-cotton bedding, towels, and decor at premium but accessible price points. Comparable on the bedding and bath retail category but with vastly larger scale, broader assortment, and traditional store-based retail rather than DTC-led.
- West Elm: Large national home furnishings retailer with a substantial bedding, bath, and home-textile assortment including organic lines (e.g., West Elm x Coyuchi collaborations). Competes with Morrow at the broad home-textiles level and on stockist shelves but at a fundamentally different scale and channel mix.
Emerging players
- MagicLinen: Smaller DTC linen-focused bedding and home textiles brand. Smaller scale than Morrow but very comparable on material focus (European linen) and earth-tone aesthetic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Morrow Soft Goods social profiles
Digital presenceMorrow Soft Goods compliance and trust
Trust signalCompliance2 records
Morrow Soft Goods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morrow Soft Goods leadership team
Management profileNumber of profiles
Profiles2 records
Morrow Soft Goods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morrow Soft Goods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morrow Soft Goods
What does Morrow Soft Goods do?
Morrow Soft Goods designs and sells sustainable home textiles — primarily bedding (sheet sets, duvet covers, pillowcases, quilts, fitted and flat sheets), bath products (bath mats, towels, kitchen mats, shower curtains), and living items (throw pillows, blankets, candles, doormats) — through its own e-commerce storefront, a wholesale stockist network, and a trade program for interior designers. Materials include organic cotton, hemp-cotton blends, European linen, and Tencel, with OEKO-TEX and GOTS certifications supporting sustainability claims.
Is Morrow Soft Goods a public or private company?
Morrow Soft Goods is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Morrow Soft Goods founded?
Morrow Soft Goods was founded in 2016. It employs 1 to 10 people.
Where is Morrow Soft Goods based?
Morrow Soft Goods is headquartered in Los Angeles, United States, in the North America region.
How does Morrow Soft Goods make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Stockists, trade Program and gift Cards.
Who are Morrow Soft Goods's main competitors?
Direct peers on record are Snowe Home, Coyuchi, Parachute Home, Boll & Branch, Brooklinen, Cultiver and The Citizenry. Broad incumbents are Pottery Barn and West Elm. MagicLinen is listed as an emerging player.
Does Morrow Soft Goods have an API?
No public API is recorded for Morrow Soft Goods.
What industry is Morrow Soft Goods in?
Morrow Soft Goods's product category is Home Textiles. Its primary akta.pro industry code is IMAOAKAA, Bed Linen & Bedding Manufacturing (Sheets/Pillowcases/Duvet Covers/Comforters/Blankets), with a secondary code of IMAOAKAG, Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts). Its NAICS code is 31412 and its SIC code is 5700.