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Old 13.02.2015, 16:19
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Handmade 100% washed Linen bedding

Hey guys,

I have been working as an architect/interior designer in Zurich for some years now, and have noticed the lack of quality textiles when needed to recommend something for my clients...
Since I'm a big fan of pure linen, especially of washed linen and admirer of effect linen has on our skin, I have been making linen beddings, bath and kitchen towels, etc. for myself and people around me for a while now.
So I though to give it a try by offering it to a wider market and see if there is an interest, as well spread awareness of cotton vs. linen properties - so here I am asking your opinion about my little baby startup Naughty Linen!

I designed a bit more luxury Designer Linen range - which you don't find a lot in the market, it's always the same boring stuff. That's why in my collection you will find linen shams, linen sheets with satin stitching and so on.
Another important fact to mention that good quality linen products will last forever (almost - cotton sheets start to show signs of wear after 3-5 years, while linen bedding is only starting to shine after 3 years, linen loves washing and with each wash becomes more softer and softer, so linen bedding is going to last at least for 2-3 decades.

Moreover it keeps warm in the winter and cool in the summer - It is due to high thermo insulation qualities of the linen. Not only that, but linen dries quickly; it is able to wick sweat away from the body.

Another thing that got my attention is increasing allergies between kids. Since linen is naturally antibacterial, anti-allergenic and naturally helps repel UV rays and makes the best microclimate for skin I hardly imagine better bedding for the small ones, whose skin is even more sensitive.

Well I hope I haven't exaggerate with all these linens stats for beginning ) Just wanted to point out that it's not only question of "fashion" or "trend"....

Since all the production is handmade I'm able to offer any kind of size and color combination, that will be bedding made just for you, with prices starting for a pillow 60cmx60cm 30CHF for basic/kids, 54CHF for shams, 58CHF for shams with satin stitching... Since it's going be made for individual size I can provide the final price once I have all the sizes.

I would appreciate any kind of feedback/ advice, and for those who would like to know more just PM me your email, phone or request and I will forward to you the full presentation.

http://naughtylinen.launchrock.com/

Thank you a lot!

handmade-100-washed-linen-bedding-bedding02.jpghandmade-100-washed-linen-bedding-beding01.jpghandmade-100-washed-linen-bedding-kids02.jpghandmade-100-washed-linen-bedding-facts-small.jpg
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Old 13.02.2015, 17:19
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Re: Handmade 100% washed Linen bedding

My feedback: it would be helpful if the link you posted were to lead not just to a form which asks me to send you a mail, but to a website I could read (and forward to others).

You mention a catalogue: it would be helpful to be able to look at this online, especially with photos. This would be good even if you don't yet have the infrastructure of an online shop, which latter I imagine would be quite a cost for a new business starting up.

Translations into Swiss languages (if you are aiming at the Swiss market) would be important, or even just a range of synonyms in different kinds of English, and descriptions. For example, you use specialised bedding vocabulary such as "shams" which I am fairly sure many of my [Swiss and other] friends would not understand.
I googled "shams" under "images", and that didn't help, because I found this: https://www.google.ch/search?q=shams...w=1536&bih=653

I hope this feedback is the kind of advice you were hoping for, and wish you all the best in your venture.
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Old 13.02.2015, 18:21
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Re: Handmade 100% washed Linen bedding

Agree... Definitely sounds like a lot of "education" is required to make the consumer understand the differences and terminology. This typically is what requires a lot of cash (for marketing and communication) and leave business that require this less attractive (if it was an investment case being evaluated).

On another note, with these prices (which obviously reflect the quality of the product and materials), why would someone buy your product over a similar designer product like they sell in Globus? Will people who spend this kind of money on their linen prefer to select their own color and stitching over a Ralph Lauren designer pattern?

And one last thing... do you know anyone who is actually interested in keeping their bed linen for more than a couple of years, not to mention decades? I sure don't. But the question is, did you investigate this? Is this what the market wants, or are you just assuming based on your own perception?

Just my two cents But good luck!!!

P.S. I have a lot of experience in evaluating business cases and my services are for sale at very reasonable rates (am I breaking any forum rules now?
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Old 13.02.2015, 18:59
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Re: Handmade 100% washed Linen bedding

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On another note, with these prices (which obviously reflect the quality of the product and materials), why would someone buy your product over a similar designer product like they sell in Globus? Will people who spend this kind of money on their linen prefer to select their own color and stitching over a Ralph Lauren designer pattern?
Personally I'd always prefer to buy something which doesn't subsidise the pockets of the designer label fatcats. If you bought me RL sheets I'd have to cut the labels off to avoid embarrassment in the laundry room.

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And one last thing... do you know anyone who is actually interested in keeping their bed linen for more than a couple of years, not to mention decades? I sure don't
Really? You throw it all away and replace it every couple of years? Wow, such excess. Some of my preferred duvet covers and sheets are getting on for 20 years old and I'd be disappointed if anything in that line didn't last at least five. So yes, sheets that will last for longer would be well worth paying more for.
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Old 13.02.2015, 19:04
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Re: Handmade 100% washed Linen bedding

Thank you for your feedback guys

First of all since I do work with interiors and visit interiors/ design shops on regular basis, I can tell you will not find these kind of designs in any shops in Zurich (in Globus you will spend 700CHF for basic designer linen bedding, while Teo Jakob will send you back 700CHF only for duvet cover of local brand, linen bedding for kids is extremely rare to find. In my experience sizing been an issue for whose having standard swiss sizes, since imported beddings sizes don't match.

As for long lasting - that's the matter of anti-consumption, the same thing why we should avoid plastic bags when unnecessary - it's a matter of personal education.

However once again, I'm happy to hear all of your opinions, maybe it's true and there is no market/need for such a product at all - that's what I'm trying to figure out.
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Old 13.02.2015, 19:14
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Re: Handmade 100% washed Linen bedding

Glad my comments could spur a reaction. My whole point was to raise the question about market understanding, target groups, USP's, positioning etc. (I actually keep my bed linen for more than a couple of years, but I do tend to get tired of looking at the same linen after a couple of years). But I do find it incredible how quick people are to judge...
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Old 13.02.2015, 19:17
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Re: Handmade 100% washed Linen bedding

Here is my opinion then since you asked for it. Im an IKEA girl. Meaning i refuse to pay more than the absolute nesessary for sheets. As long as they dont come apart and dont shrink after the first couple of washes, im happy.

I cant tell any difference in quality anw. A duvet cover that covers the bed and it keeps me warm when i sleep is good enough for me. I prefer to pay 40 francs for it instead of 140. And if i have to throw it away for some reason, its easier to trash 40 francs instead of 140
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Old 13.02.2015, 19:19
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Re: Handmade 100% washed Linen bedding

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... do you know anyone who is actually interested in keeping their bed linen for more than a couple of years, not to mention decades? I sure don't...
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...I actually keep my bed linen for more than a couple of years...
You don't even know yourself?
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Old 13.02.2015, 19:22
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Re: Handmade 100% washed Linen bedding

One thing is for sure, you've made me start thinking about linen in a whole new light. I can't see why I wouldn't spend that kind of money on bedding considering how much I love my bed and sleeping
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Old 13.02.2015, 19:23
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Re: Handmade 100% washed Linen bedding

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Glad my comments could spur a reaction. My whole point was to raise the question about market understanding, target groups, USP's, positioning etc. (I actually keep my bed linen for more than a couple of years, but I do tend to get tired of looking at the same linen after a couple of years). But I do find it incredible how quick people are to judge...
I'm happy you did! You definitely pointed out some important topics to think very well about before/ if starting...
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Old 13.02.2015, 19:27
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Re: Handmade 100% washed Linen bedding

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Since all the production is handmade I'm able to offer any kind of size and color combination, that will be bedding made just for you, with prices starting for a pillow 60cmx60cm 30CHF for basic/kids, 54CHF for shams, 58CHF for shams with satin stitching... Since it's going be made for individual size I can provide the final price once I have all the sizes.
Wow. At those sort of prices I think we might be in the market for several full sets please (although I'm not sure what a sham is). That compares well with the best Egyptian cotton sheets we get from John Lewis, so I think it's priced very competitively, from what you posted.
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Old 13.02.2015, 19:29
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Re: Handmade 100% washed Linen bedding

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Here is my opinion then since you asked for it. Im an IKEA girl. Meaning i refuse to pay more than the absolute nesessary for sheets. As long as they dont come apart and dont shrink after the first couple of washes, im happy.

I cant tell any difference in quality anw. A duvet cover that covers the bed and it keeps me warm when i sleep is good enough for me. I prefer to pay 40 francs for it instead of 140. And if i have to throw it away for some reason, its easier to trash 40 francs instead of 140
Well that would definitely not be my target market or place to fight against made in china
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Old 13.02.2015, 19:59
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Re: Handmade 100% washed Linen bedding

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...I'm not sure what a sham is...
A sham is usually a decorative pillow cover, often with a ruffled or special-stitched border, and/or with a textured fabric. Instead of putting the pillow in from one end like a traditional case, it's often put in from the middle. In the U.S. shams are only put on pillows you don't sleep on, and you remove the pillow from the bed and set aside for sleeping.

Do a Google image search for "pillow sham" - they are very nice additions to make your bedroom or living room pop with color.

Edit - You can also see them in OP's photos above. The pillows with decorative edges have shams on them. The pillows that have "plain" cases are not in shams.
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Old 13.02.2015, 20:21
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Re: Handmade 100% washed Linen bedding

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A sham is usually a decorative pillow cover, often with a ruffled or special-stitched border, and/or with a textured fabric. Instead of putting the pillow in from one end like a traditional case, it's often put in from the middle. In the U.S. shams are only put on pillows you don't sleep on, and you remove the pillow from the bed and set aside for sleeping.

Do a Google image search for "pillow sham" - they are very nice additions to make your bedroom or living room pop with color.

Edit - You can also see them in OP's photos above. The pillows with decorative edges have shams on them. The pillows that have "plain" cases are not in shams.
In my world 'sham' refers to 'placebo' surgery on a clinical trial animal. Welcome to Castro's World
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Old 13.02.2015, 21:13
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Re: Handmade 100% washed Linen bedding

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Well that would definitely not be my target market or place to fight against made in china

Then i would definitely not be your customer but good luck anw
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Old 14.02.2015, 00:02
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Re: Handmade 100% washed Linen bedding

wow, thanks for all your advices and suggestions, to sum up:

- got some comments about the name. Need to think if it represents brand correctly.
- catalogue in german with images and prices to download directly.
- clarify names of products ("sham" is not an option).
- less "education", more visual.
- USP against well known brands.


Some other ideas/opinions?
Glad to hear that some appreciated the product or the bit extended educational part
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Old 14.02.2015, 12:15
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Re: Handmade 100% washed Linen bedding

Jurgita

I think you've done very well in asking, and well done for not reacting negatively to criticism! Those are very good personal attributes for running any business.

Yes, I think in circle of friends and aquaintances, I can think of only two people who would like to buy new bed-linen every few years, just because they get bored with what they have, or because they change their colour-scheme or interior design. The rest of those who come to mind would like to have something that lasts because of
the ecology, or because they simply couldn't afford to keep buying new things, or becuase, even if they are wealthy, they just can't stand to have to spend their time and energy shopping, when their lives are busy in other areas. That's why I think that those people I know who could afford to buy good quality would happily do so, too keep using the same product for years and years.

About the "education" point. I don't agree that there should be less of it, not at all. On the contrary, specifically these hypothetical test customers (who try to be socially and ecologically aware) would probably really like to know the value/difference of choosing linen over cotton. I'm glad of the education aspect, and I think they would be too.

About the comment of Ace1: "If you bought me RL sheets I'd have to cut the labels off to avoid embarrassment in the laundry room.", I'm inclined to think that, for many people, that could possibly apply even more to a label reading "naughty".
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Old 14.02.2015, 12:22
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Re: Handmade 100% washed Linen bedding

"Naughty" is a fine name for a short-life product but your product deserves more respect.

Words like "seemliness," "nobleness," "majesty," "cachet," "splendor" or "high merit" linen might describe your product more aptly.
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Old 14.02.2015, 13:48
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Re: Handmade 100% washed Linen bedding

I won't buy any bed linens that haven't been marked down to half of half-price - they last just as long as the full-priced ones..

So no, I don't choose a decorating scheme then linens to match, but I know what colours and patterns look nice in our house, and recognise a good quality tightly-woven fabric so a quick eye-skim over the bargain bins either reveals a find or not. Aren't custom-made linens for royals?

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Old 14.02.2015, 15:22
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Re: Handmade 100% washed Linen bedding

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wow, thanks for all your advices and suggestions, to sum up:

- got some comments about the name. Need to think if it represents brand correctly.
- catalogue in german with images and prices to download directly.
- clarify names of products ("sham" is not an option).
- less "education", more visual.
- USP against well known brands.

Some other ideas/opinions?
Glad to hear that some appreciated the product or the bit extended educational part
I'm glad you got comments about the name. The name is just wrong for your target market. It gives an impression that I doubt you are looking to communicate. It's wrong for the target group and the product.

Also, "custom sizes". You already have a tough sell trying to get people to understand why they should get linen rather than cotton. Don't confuse them with custom sizes. Just sell all the standard sizes and they say "if you don't find the size you need we will customize them for you".

Your photos. Ok.... The issue with linen sheets is that you have to iron the crap out of them or they look mess (or lived in if you prefer).

Sure the "worn in" look is fine. But your very first picture (as artistic and pretty as it is) with all the extra folds of fabric on the floor just add to the impression that linen sheets are messy and too much of a maintenance hassle.

I'm not sure your target market is looking for grunge style bedding, especially not at premium price. Although I do notice that people pay a lot of money for jeans with holes in them.
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