Family passion for textiles that can trace itself back four generations lies at the heart of the fine linen brand Coze.

It was Ben and Dan Roston’s great-grandfather who set up one of the first textiles businesses in the East End of London, and the British company’s core value of putting customers first has remained unchanged even as the business has transformed with each generation. The modern brand springs from the present generation’s father, who set up the umbrella company that now contains Coze, supplying household textiles to the contract market for 35 years. Ben joined the company in 2006, looking after hotel clients, supplying beautiful pillows, duvets, towels and bed linen to many of the UK’s most famous five-star establishments, including The Dorchester, The Savoy and The Ritz in London and Gleneagles and The Balmoral in Scotland. By the time Ben’s brother Dan joined the business in 2012, customers staying at the hotels began contacting them to ask if they could buy their very own linen, enabling them to recreate hotel quality at home.

This led the brothers to identify a gap in the market for a high-end brand specialising in household textiles. So Coze was born to bring the very best bedding and towelling to the retail market. It was a wise decision.

Placing the customer first and concentrating on service, product and pricing has seen the company grow to 50 members of staff with a turnover of approximately £10m per annum. But it’s still very much a family firm. ‘My dad, brother and I are not only constantly training all our staff how to look after our valued customers,’ says Ben, ‘but we are also always available for any of them to speak to us.’ And the family is not slow when it comes to searching out the very best products the world has to offer. ‘Before launching Coze,’ says Ben, ‘we literally travelled the world to pick the very best pieces for our discerning customers. My brother and I are constantly jetting off to explore new potential buying areas.’

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Duvets and pillows are filled with Pyrenean duck down, the best in the world and the reason why Coze is committed to its longstanding partners in the foothills of the Pyrenean mountain region. Coze’s linen is woven in the Bay of Bengal, a relationship that has survived four generations. Towelling is made in the Aegean region of Turkey, where they traditionally use a longer fibre, meaning fewer joins and an overall softer and stronger product. Coze’s wool blankets are made in a Yorkshire mill dating back to 1783, and skilfully woven to capture pockets of insulation, making them light in weight but comfortingly indulgent. Relationships instruct the company’s commitment to sustainability and tracebility too. All Coze bed linen has a traceability initiative. In other words, Coze actually knows the farmers who plant the seeds that the cotton is grown from and can follow the raw materials all the way through to the final product the customer buys – rare in these days of mass consumerism. 

As Coze is online only, they provide a free swatch service, offering the opportunity to order a variety of samples and feel the fabrics for themselves.

The swatches come presented in a Coze folder with an information booklet explaining their story as well as the product. ‘Coze is a genuine labour of love for me,’ says Ben, ‘and I believe this is reflected in the customer experience and product.’ So when they hear that their pillows have helped customers conquer chronic back pain or have given clients the best night’s sleep in years, the family feels that its mission of service, quality and artisanship has been accomplished.



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