According to Pip Vassett, creator of Sydney’s luxury bedding and lifestyle brand In Bed, the key to an enviably stylish and comfortable space is simple: personal trinkets and a whole lot of plants.
“Keepsakes, vintage finds and photos scattered around or stuck to walls add interest and make a space feel like home,” she says. “Also, lots of greenery and/or fresh flowers always make a room feel inviting and homey.”
It’s a formula Vassett has successfully applied to In Bed’s new flagship store in Paddington, a light- and timber-filled space created by design studio We Are Triibe. “The aim for the store was to create a space that was calm, warm and that you just wanted to linger in,” she says. “We have used a lot of natural materials and darker timbers and have really embraced a warmer palette rather than anything too stark and minimal.”
Vassett particularly loves the floor-to-ceiling window at the back of the shop. “Looking out onto treetops and rooftops of Paddington is pretty special,” she says. “It lets the light flood in – early mornings in the shop on a sunny day are pretty magical.”
Vassett and her husband Eddie started In Bed in 2013 as an online venture. Vassett, whose CV includes a stint as fashion director at Yen magazine, wanted to establish her own brand, something she had “complete creative control over”.
She was passionate about interiors and homewares and felt there was a gap in the market for a high-end home textiles and bedding label that was, “timeless and beautiful, but a bit cool and with a point of view, too”.
Five years later, In Bed has made its name selling beautiful home textiles made from high-quality natural fabrics. A range of thoughtfully curated homewares from the likes of Henry Wilson and Tara Burke is also available at the Paddington store.
In Bed’s linen bedding remains among the brand’s most popular lines. “Particularly in our seasonal shades, which we work really hard on perfecting and developing with our supplier each season,” says Vassett. “Our sleepwear is also super popular and is a range that we’re developing over the next couple of months, which is exciting.”
After spending a few years in a quiet area in Chippendale, Vassett says she loves being based in “buzzy” Paddington. “It really feels like this area of Oxford Street is having a renaissance – there are lots of great homewares stores all around us, like Jardan, MCM House and Dunlin,” she says. “Despite being a shopping destination, it still really feels like a neighbourhood, and we have a lot of lovely local customers – and fellow shop owners – which really makes it feel like a community.”
There’s also a lot of great places to eat and drink at nearby. “For coffee, pastries and sandwiches, and the occasional cheese board, our whole team is obsessed with Omeio,” she says. “For breakfast and lunch meetings Jackie’s or Morris. For burgers and beers, you can’t really go past The Unicorn and, for when we’re feeling virtuous, Orchard Street for a hot cacao or juice.”
72B Oxford Street, Paddington
Mon to Fri 10am–6pm