Since launching online in 2013 – and opening a Sydney boutique in 2018 – In Bed has garnered a loyal following for its luxe bedding, sleepwear and homewares.
Now, it’s expanded to Melbourne, with founder Pip Vassett describing the feel of her first Melbourne boutique as more of a (well-appointed) home than a retail store.
“I wanted it to feel like walking into a friend’s house,” Vassett tells Broadsheet. “A space that’s really warm and welcoming and filled with beautiful objects that make you want to linger.”
True to her words, the new In Bed space on High Street in Armadale includes dining, kitchen and bathroom zones, plus a bedroom set-up displaying the signature linen sheets. Find a timber kitchen table, two sinks, Akari pendant lights, terrazzo tiles and textured walls, all of which work together to make the space feel delightfully homey.
Rounding out the offering is cosy sleepwear and towels – and table linen – as well as a selection of pretty statement homewares, skincare products and incense. The store also stocks brands like Walk in the Park, Workaday and Tara Burke ceramics, and more.
Vassett tapped interior designer Flack to help conceptualise the space, which focuses on natural materials with varying textures. “We wanted to work with a local Melbourne studio that really understands and loves the city,” she says.
With the studio’s David Flack and Mark Robinson, “It was really more of a discussion around what we are all about and how we wanted to the space to feel [rather] than dictating, ‘We must have this, we don’t want that,’” says Vassett.
The result is a 120-square-metre space – almost double the size of the Sydney flagship – that reflects the continuing growth of a label now moving towards global expansion.
“For us, 2021 was a lot about focusing on home soil and getting our Melbourne store up and running,” says Vassett. “For 2022, we’re looking a lot at our international expansion, which is super exciting.”
In Bed recently launched its sleepwear in the UK with Mr Porter, which will soon also stock its bedding. And this year it’ll also launch a dedicated US ecommerce site.
“It’s something that we have had on our minds for so long,” says Vassett, “but with so many ups and downs the past couple of years, it hasn’t been something we’ve been able to fully dedicate the time and resources to until this year.”
In Bed Melbourne
1023 High Street, Armadale
Mon to Wed 9.30am–5pm
Fri & Sat 9.30am–5pm