Melbourne brand I Love Linen fashions its doonas, sheets and pillowcases from fine French flax linen. It’s just opened a Collingwood showroom.

“We take you through a full bed styling, with a range of colour options right in front of you,” says I Love Linen owner and designer Lauren Roe. “It’s a tactile experience you can’t replicate online.”

On that front, Roe is not wrong. The "bed styling" (a bed makeover complete with sheets, pillows and quilts), is one of the services that gives it a clear advantage over online-only retailers.

The indecisive will appreciate the versatility of the double-sided doona sets. Depending on your mood, you can dress your mattress in stripes or solid colours such as neutral shades of cream, navy and grey.

“I’ve always loved the idea of duality,” says Roe. “The muted colours feel cosy, autumnal and inviting. They are simple and beautiful, and they allow you to add colour and pattern with pillowcases.”

Although I Love Linen predominantly trades online, it recently re-designed its Collingwood warehouse in collaboration with design companies Angelucci and Mexssi Bedheads. A minimal, Scandinavian aesthetic complements high ceilings, abundant natural light and soft touches of copper and blonde wood.

“People lead such busy lives and are constantly under the pump, so it’s really nice to come home to a bed with real, quality materials.”

Personal style consultations are available Monday to Friday from 10am–4pm, by appointment only.