True invests in Bedfolk
True, the retail and consumer specialist investment firm, has invested £1 million in premium direct-to-consumer bedding brand Bedfolk.
Bedfolk will use the funding to expand its collection and product lines and invest in marketing and staff recruitment.
In addition to its financial commitment, True will support the business by introducing it to ecommerce and brand experts as part of plans to build out its advisory board. Bedfolk will also gain access to True’s network of retail and consumer corporate partners and its portfolio of other direct-to-consumer brands.
Founded by husband-and-wife team Nick and Jo James (pictured), Bedfolk aims to offer customers a selection of ethically produced luxury bedding at an affordable price point.
Nick James, managing director of Bedfolk, said: “After a period of rapid growth we sought out investors who could not only provide capital, but who could also unlock additional value as we enter our next phase of growth. True has a proven track record of working with best-in-class D2C brands such as hush and maude, helping to grow these brands with their specialist expertise and wide-ranging network. We’re thrilled that they’ve joined us on our journey, and look forward to executing on our exciting plans for the year ahead.”
True’s other investments in the past year have included companies such as men’s make-up brand War Paint, female sexual wellness brand Maude and sustainable personal care brand Planera.
Claire Cherry, investment principal at True, said: “Nick and Jo have successfully built a strong brand identity in the ‘wind-down’ space that sets it apart from its competitors – a space which has only become more popular with consumers in the past year. We see that consumer behavioural change will continue to gravitate towards relaxation in the home, in line with the growing emphasis on good mental and physical health. Our sweet spot is finding businesses operating at the precipice of changes such as this, combined with great founding teams.”
