These sheets and our calming blankets are like rabbit fur.â€â€œOur customers care about sleep and have been spending in that area since lockdown,†says Chris Wilson, general manager of home at David Jones. “There’s strong competition, but we just have to get customers to feel it and they understand the product.â€Unlike Hästens, which balks at the idea of being a luxury brand, despite selling beds more expensive than a Birkin bag from Hermès, McCullough is leaning into exclusivity.“I want to own the sleep arc,†McCullough says.
Designer handbags take a back seat to bed linen and mattresses in the search for a luxurious night in. Read more