The hallmark of a truly British brand is the marriage of an understated – almost modest – elegance with a touch of eccentricity, as well as the presence of a unique story behind each item which encapsulates a sense of longevity and tradition.
Josephine Home, like a great suit, is all about the fit, which is why it was decided early on that bed linen was not quite enough on its own to deliver an exceptional bedscapeTM (a term now trademarked by the company). With this in mind, an entire bedroom concept was developed, from bed linen, throws and cushions to duvets, pillows, nightwear and candles. Colour palettes, designed to be effortlessly combined, were a plus for the brand, but function and performance were always paramount. Josephine Home’s mindful consumerism values are perfectly aligned with a new generation of consumers who invest time in researching products before buying and the brand’s gender fluid, crisp aesthetics have captured imaginations across continents.
The hallmark of a truly British brand is the marriage of an understated – almost modest – elegance with a touch of eccentricity
The appeal of a minimally branded, curated collection, allowing customers to create an individual look, explains why the brand is the destination of choice for a discerning group of customers the company affectionately calls its ‘Sleep Elite’: everyone from Hollywood royalty and private islands to country estates and city lofts. ‘At first, our customers love the pared-down look and luxurious feel of our products,’ says Stephanie. ‘Later, they come to appreciate the extraordinary longevity of everything we do and the fact that our products are designed as a family and can all be combined easily, both important points when people keep coming back to you for years.’
Above all, this is a brand which understands that each purchase – small or large – marks the beginning of a relationship which will evolve and grow over time. A brand which believes that luxury retail is ultimately about relationships – with suppliers and clients alike – which just become stronger over time. If you thought the quality of bed linen was something that only women appreciated, you would be wrong. When Josephine Home looked into the demographics of its social media following, it discovered a very large male following. Indeed, for its first few years as a purely bespoke purveyor, the company had an almost exclusive male clientele.
Colour palettes, designed to be effortlessly combined, were a plus for the brand, but function and performance were always paramount
With this in mind, it launched Draper London, a curated everyday range, with a mission to bring its concept not just to men but also to a younger generation through a purely online, very straightforward offering. ‘We love the fact that we have so many men as brand advocates,’ says founder Stephanie Betts, ‘which brings us back to our roots since the brand was inspired by British tailoring: the stitching, the trims, the fact that we test our linen extensively – all this forms part of a reassuring backdrop for our products and our level of service. Our clients also appreciate the fact that there is a story behind each product.’
Josephine Home +44 (0)20 7751 0100
Draper London +44 (0)1635 200800