Over the past few years, Melbourne-based bedding label The Sheet Society has grown in popularity online. But when co-founder Hayley Worley found a perfect new warehouse and office – with the bonus of an attached shopfront – she thought it was time to add an IRL component.
“We grew out of [our old space] in a year and a half, and we needed more space to grow, so we found this gem,” she says of The Sheet Society’s new HQ on Johnston Street in Abbotsford. “And because it had this beautiful retail space we thought, ‘Well, why don’t we open up a store as well?’” So, it also became the label’s first – and flagship – store.
“Because we only had products on the website, it was really hard to bring that into a store environment and conceptualise what it would look like,” Worley says. Creative design studio Noise Noise Noise helped translate the online experience into a real-world one.
That includes the label’s Bed Builder, an augmented-reality tool that uses your smartphone camera to let you see how your chosen combination looks on your own bed. Just like online, you can mix and match your sheet choices, but in a more tangible way. If you’re unsure about a colour, a fabric or how they work together, try the sheets on one of two beds in-store. (Worley says one customer took it to the next level, rocking up with her entire bedhead.)
“We say you pull together your bed like you pull together an outfit,” Worley adds. “We sell everything as separates and all the colours go together, so you’re able to build on your ‘linen wardrobe’.”
Here, The Sheet Society brings elements of the fashion world into the bedroom. Shop the entire range in colours such as mossy green, blush pink and the warm, yellowy “butter”. And while there are plenty of fabric options, among the most popular are the super-soft linens and a cotton in a luxurious, 400-thread-count sateen weave. You’ll also find extra details such as invisible zippers, and quilt covers and pillowcases in trendy tie-dye, corduroy and bouclé.
“We’ve re-engineered bouclé from an upholstery fabric into a really beautiful, breathable cotton quilt cover,” Worley says. “It means that our customers are able to buy into that interior trend without having to buy a couch.” It’s perfect for the linen-averse, and available in tonal hues such as terracotta, sky blue and a creamy ivory that’s “two shades shy of white”.
The store is warm and welcoming, with white and timber furnishings. And the devil is in the detail. No plastic packaging means you can touch and feel (and take swatches home), and you can even pre-book a styling appointment online.