Rooted in the home textile industry, Alex and Clara of Sunday Bedding demystify bedding jargon, match products to individual sleep preferences, and share their inspiring journey, brand motivations, and future plans.
In our quest for a good night’s sleep, factors like the perfect mattress, a dark and quiet environment, and calming bedtime routines often take precedence. However, an essential element that frequently gets overlooked is the quality of the sheets we sleep on. High-quality sheets are more than just a luxury; they are a fundamental component that can significantly enhance our sleep quality. To delve deeper into this topic, we met with Alex and Clara, the founders of Sunday Bedding. Since its inception in 2018, Sunday Bedding has grown from a simple idea into a renowned brand known for its quality, sustainability, and thoughtfully curated products.
The birth of a bedding brand
Sunday Bedding was founded in November 2018, inspired by Alex’s lifelong exposure to quality sheets through his family’s three-decade involvement in the home textile manufacturing industry. When Alex and Clara moved to Singapore and began shopping for their new home, they quickly realised how little most people know about buying linens. The confusing jargon often obscures how these products affect personal preferences and sleep quality. Recognising this gap, they created Sunday Bedding with the goal of pairing the right bedding to individual sleep preferences, much like sommeliers pair food and wine.
Evolving with intentionality
Sunday Bedding started with a simple aim: to match sleeping habits and preferences with the perfect bedding. Initially, they focused on materials suited to the Singapore climate, achieving a balance of quality, durability, and affordability. They also placed a strong emphasis on sustainability. Over time, the brand expanded its product range, evolving into curators for all things related to rest.
“We target customers who are intentional with their purchases, aiming to simplify their lives,” Clara explains. Instead of fully adapting to the shifting social media landscape that promotes frequent product replacements, Sunday Bedding focuses on appealing to a niche audience with their core values. They aim to attract customers who are sustainability-conscious and seek authenticity, rather than presenting an inauthentic version of themselves online.
Challenges and triumphs
Like any business, Sunday Bedding faced significant challenges in its early days. “While we were confident in our product knowledge, we were completely new to marketing and branding,” Alex recalls. “It was difficult to find the right creative partners to work with. From photography to web design, or digital marketing expertise, it took us a great deal of time and trial and error to find the right people.”
The decision to open two physical stores in a short period posed significant operational challenges, including difficulties in hiring and managing inventory across multiple locations. Despite these hurdles, the couple considers their most significant triumph to be the dedicated team they have built over the years.
What sets Sunday Bedding apart
One of the distinguishing factors of Sunday Bedding is its foundation in a family business of home textiles manufacturing. “As one of the few direct-to- consumer brands with a highly integrated supply chain, we can ensure superior quality control and overall production excellence,” Alex explains. “Our customers appreciate the transparency and integrity of our supply chain and products—qualities that are rare in this era of chasing after the cheapest option at the expense of the people and the planet.”
Design philosophy and material selection Alex and Clara aim to create products that become integral to the sanctuary of one’s home. They hope customers appreciate the story or history behind their purchases, much like choosing a favourite fountain pen or a piece of handcrafted furniture. These products need not be artisanal; they could be simple memorabilia shared with loved ones from a trip. This deep emotional connection and relationship with their purchases is what they aspire to achieve for their customers.
“My daily ritual is to journal. It helps me be more intentional with the way I spend my time, be more mindful about the information I come across, and hopefully continue honing my voice in how we would like to be in the world.”, Alex said.
“Travelling also gives Clara and me an opportunity to discover the world and the stories we can tell through our brand,” Alex adds. “I think that’s the inspiration we draw from—our shared history and how our voices have evolved over the years.”
Sustainability goals
Ever since its founding, the brand has strived to be an effective environmentalist company. “Our goal has been to deliver the best product using the least environmental resources across the entire supply chain,” Alex emphasises. They have launched collections certified by OEKO-TEX® and are constantly working to reduce their carbon footprint, water usage, and production waste.
Looking ahead
The founders are excited about the future of Sunday Bedding. “We’re currently working with a local coffee brand to bring a new physical store concept together in November,” Clara reveals. “We are also launching our Bamboo Charcoal towels this month and working on a collaboration with a local design studio known for their vibrant hand-drawn prints.”
