Lifestyle Company, cloudten Launches New Collection of Bedding Products

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Comfortable, non-toxic and responsibly made, the new line features sheets and duvet covers guaranteed to get customers in bed

The direct-to-consumer e-commerce company, cloudten has one main goal: excite young professionals through creative and humorous content, a sexy and youthful attitude and authentically-made bedding products. Their main offering is 100% Egyptian Cotton bedding that is chemical free and responsibly made, and it’s getting some much-deserved attention.

Today, the company is launching three new sheet colors, including Ocean, Ash and Sand, as well as a new line of Duvet Covers in all five of their color-ways (which also includes Smoke and Snow). In honor of their newest collection, we're sharing how cloudten brand designer, Chief Marketing Officer, and co-founder, Zack Holland, has disrupted and spiced up the once-boring bedding industry.

Crafting the world's best sheets
Holland knows it's gutsy to claim your products are the best in the world. But he and his fellow cloudten founders are so confident in the design, production and delivery of their heavenly-soft sheets, they’re not afraid to do it (and very few argue once they’ve tried them).

Made from 100% Egyptian Cotton, cloudten sheets are crafted in small batches to ensure each set gets hand checked by one of their European artisans. This close attention to detail ensures every product meets the company’s high standards and offers a long, sustainable life. Sleep and comfort aficionados will appreciate how the sheets get softer with age, stay cool despite hot body temps, and never lose their fit around your mattress.

Plus, the pricing model is straightforward: $140 (for Luna Percale) or $180 (for Amora Sateen) per set, for any size mattress. This one price, any size system was to prevent the kind of marketing trickery bedding brands have used for ages by advertising a twin price but then selling you the king at a much higher price. And because cloudten focuses on producing a top-tier quality product, they offer an industry-best satisfaction guarantee. Buyers can use the sheets for up to 100 nights, and if they return them for any reason, cloudten will refund the cost and donate the returned set to a non-profit (like Habitat for Humanity). This unique focus on quality and customer assurance sets cloudten apart from the rest of the bedding industry—and makes their bed sheets truly world class.

Committing to responsible practices
In addition to quality materials and risk-free guarantees, cloudten also differentiates itself with responsible company practices. They understand the market’s appreciation for fairly-treated employees, and cloudten has met their requests. Each and every person who contributes to cloudten sheets lives and works in a developed country that offers fair minimum wages and vacation days.

The company also commits to providing safe working environments for their artisans and employees. By relying on facilities that burn biogas (mostly steam and natural oil), cloudten sheets are produced with the health of their employees and the environment in mind. Each set is also made with environmentally-friendly dyes and receives the highest grade of OEKO-TEX certification, which is a worldwide, independent testing and certification system for raw, semi-finished or finished textile products.

Holland says giving back to those in need is also a pivotal piece of cloudten’s core values. Since their inception, the company has used a portion of their sales to support Project Linus, a non-profit organization that provides children who are seriously ill or traumatized with handmade blankets.

Rethinking the marketing approach
When it comes to marketing their products, Holland relies on sticky content and key relationships with influencers versus more traditional marketing tactics. He explains why on The American Dream TV, "Bedding is trapped into a Bed Bath and Beyond stock photography dark age. We wanted to take it and give it the same juice and love as a clothing label has and work with the same type of influencers and photographers.”

Well-known names, like Terrell Owens, Post Malone, Ryan Lochte and Third Eye Blind, are sleeping in and touting the cloudten brand. And instead of solely focusing on marketing the product, Holland uses refined imagery and a social soapbox to tell the brand's story. As a result, the bedding company is attracting raving fans who they call "nap enthusiasts and snooze-button seekers.” The brand invites sleep lovers to join “the movement made up of people who don’t like movement.”

Live and sleep authentically
At the heart of cloudten is an idea that consumers crave authenticity—both in their own lives and from the companies they support. It's why the company injects honesty at every step of the process, whether it’s crafting sheets that are never chemically washed or artificially softened, providing employees with good wages and safe working environments, or listening closely to customers’ needs in one of the most intimate spaces—our beds. And what’s more, the brand has elevated the standard for photographic and video content in a stale bedding industry, pushing the online shopping experience to new highs. Whether it’s authenticity in marketing or in quality of products, or simply authentically fantastic content, cloudten is changing the bedding game for good.

Visit the cloudten website at http://www.cloudten.us, shop the new colors and follow them on Instagram @cloudten.

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Heather DeSantis

Grant Findlay-Shirras
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