Company Profile: Piglet in Bed

Company Overview

Piglet in Bed, established in 2017 by Jessica Hanley in West Sussex, UK, is a distinguished entity in the luxury bedding, sleepwear, and homeware sector. Operating in the retail industry, the company has expanded its workforce to 11-50 employees and is headquartered in West Grinstead, West Sussex. Over the past year, Piglet in Bed has experienced significant growth, with revenue increasing by 50%, reaching £7.5 million, up from £5 million the previous year.

Piglet in Bed emphasizes the use of high-quality materials, specifically 100% linen, linen blends, and cotton fabrics. They are committed to sustainability, ensuring ethical cotton sourcing through the Better Cotton Initiative and adhering to Oeko-Tex Standard 100, meaning no harmful chemicals are used in the manufacturing process.

Leadership and Team

Jessica Hanley: Founder and CEO

Jessica Hanley, founder and CEO, is the driving force behind Piglet in Bed. Armed with a degree from King's College London, Hanley transformed the company from a small operation in a garden shed to a well-recognized brand. Under her leadership, the company has expanded its physical retail presence, exemplified by the opening of a store in Harrogate in December 2023. Hanley's entrepreneurial journey and insights have been spotlighted in various media platforms, including Forbes.

Rhiannon: Head of Brand

Rhiannon serves as the Head of Brand, steering the company’s creative strategies across social media and influencer partnerships. She is instrumental in nurturing community engagement on platforms like TikTok and Instagram. Rhiannon specializes in creative strategy, storytelling, and brand advocacy, ensuring the brand’s messages align with the core company ethos while exploring new markets.

Product Offerings and Initiatives

Piglet in Bed offers a comprehensive catalogue consisting of:

Bedding: Products include duvet covers, pillowcases, and sheets in linen, cotton, and blends.

Sleepwear: Includes pyjamas and night dresses crafted from linen to enhance wearing comfort.

Homeware: A curated selection featuring blankets, towels, and kitchen linens.

Strategic promotions such as the Sleep Month Sale offer up to 40% discounts, with additional savings like 15% off linen bundles on purchases of three or more items. The company extends free UK shipping on orders over £50 and supports a 90-day hassle-free return policy.

Financial Growth and Funding

Piglet in Bed has demonstrated robust financial performance bolstered by significant capital funding. The company has secured a total of $11.3 million across three funding rounds, including a prominent $8.5 million investment led by Active Partners. This capital injection is aimed at supporting international expansion and production scaling, reinforcing Piglet in Bed's market presence while maintaining product quality and customer satisfaction.

Community and Customer Engagement

With more than 8,000 five-star reviews, Piglet in Bed enjoys a strong reputation for customer satisfaction, primarily on platforms like Trustpilot. Their strategy emphasizes community building through active social media engagement and collaboration with influencers, fostering a loyal consumer base that values quality and sustainability.

Competitor Profiling

Industry Landscape

Piglet in Bed operates in the luxury bedding and homeware space, building its brand on natural fabrics and design aesthetics such as gingham and stripes, contributing to its identity as an emerging British heritage brand.

Key Competitors

MagicLinen

MagicLinen is a family-owned business based in Vilnius, Lithuania. It specializes in handcrafted, high-quality stone-washed linen products for bedding, clothing, and kitchen use. The company promotes sustainability with OEKO-TEX certified materials and eco-friendly packaging, resonating with consumers who value authentic and sustainable products.

Parachute Home

Parachute Home, headquartered in Culver City, California, is known for delivering premium home essentials. Initially launched in 2014 as an online-only direct-to-consumer brand, it quickly diversified its product range to include bedding and bath essentials. The company underscores thoughtful design and social responsibility, with GOTS and OEKO-TEX certifications.

Under The Canopy

Under The Canopy focuses on delivering sustainable, eco-friendly home products. The brand is known for its organic and affordable product lines spanning bedding to bath essentials. It holds certifications like GOTS and OEKO-TEX, ensuring adherence to the highest environmental safety standards.

UpChoose

UpChoose offers a unique subscription model centered on organic baby clothing and sustainable consumption patterns. While not directly competing in the bedding space, its emphasis on curated, preloved, and organic offerings influences the eco-friendly and sustainable consumer purchase trends.

Competitive Positioning

Piglet in Bed positions itself as a leading purveyor of stylish, high-quality linen bedding, with significant focus on aesthetic designs and natural materials. Competitors like MagicLinen share a focus on sustainability and craftsmanship, serving a similar demographic but with a broader product range that includes apparel. Parachute Home's combination of affordability and quality presents another competitive dynamic, while Under The Canopy strengthens its market stance with a strong emphasis on certified organic offerings.

Understanding these competitors helps Piglet in Bed identify areas of alignment and differentiation, particularly in sustainability, packaging, and production, critical as they continue growing in the luxury home goods market.