Home & Garden Awards 2024 | 17 Sleeping may not be a luxury, but Italian bedding company Vero Linens recognises that it should be. Using only the highest quality materials, Vero Linens promises to transform your bed into a luxury haven. Here, we speak to company founder Steve Coval about sourcing, creating, and distributing such high-quality textiles. Best Luxury Italian Bedding Company 2024 – Midwest USA Alps, by expert artisans who have over 150 years of luxury bed linen lineage to boast. All linens have been crafted with pride, from the finest grades of Long Staple and Extra-Long Staple cotton and include hemstitching and elegant embroidery that demonstrate the elevated level of care put into each piece of luxury bedding product. In addition to this, all down products are IDFL certified, which means that Vero Linens do not participate in liveplucking or force-feeding when sourcing its down, and only look for the absolute best materials to be used in its products. The industry has remained constant over the years, with few changes in the demands of the consumer. When it comes to the future, Vero Linens feels no uncertainty; Steve proudly comments, “Our products will always be in demand. Everyone uses bedding.” 2023 was a good year for the company, and Steve expects 2024 to be even more fruitful. Of course, he is right; bedding is in constant demand and with such high-quality materials, it will be no surprise to see Vero Linens maintain its leadership in the luxury bedding and linen industries. Contact: Steve Coval Company: Vero Linens Web Address: www.verolinens.com stablished over 27 years ago by leading linen expert Steve Coval, Vero Linens is a luxury Italian Bed Linen brand dominating the market through a combination of using only the highest quality products and deploying a unique business model. With deep roots in both the luxury linens and bedding related markets, Vero Linen prides itself on being experts in all aspects of the luxury bedding industry. The company sells to both boutique hotels and consumers, and its products attract both men and women with discretionary tastes and incomes. While its products are sold all around the world, approximately 95% of its sales come from the US. Vero Linens is accomplished in its business model. It seeks to fill the gaps within the market to ensure that it remains at the top. A few years ago, the company noticed that there was a growing, unfulfilled market in the US for oversized bedding. No higher-end linen companies were accommodating the unusual sizes, including names such as Wyoming King 84” x 84”) and the Vermont King (108” x 108”). To reach this particular side of the market, Vero Linens began to distribute down comforters, mattress pads, duvet covers, and bed sheets to accommodate for these sizes. This is not the only example of Vero Linens adapting to suit the market; in 2009 the company elected to adopt a direct-to-consumer approach in its sales. Its competitors have remained reliant on retail distribution, which is not something that Vero Linens must deal with. Steve explains that the decision stemmed from price markups, he says, “retail stores that sell luxury items are generally located in high-rent shopping spaces. As a result, it needs to have excessively large markups to cover these costs”. Since it removed its products from retail stores, the company need no longer consider markups to regain its profit. Instead, it is now able to sell its products at a reduced price, generally 50-60% below competing products of like quality. This strategic distribution alteration has had no impact on the quality of Vero Linens’ products, however. Steve attests that the company is “constantly benchmarking competitors in this industry in search of higher quality materials and improvements in the manufacturing process”. The linens used in its products are handcrafted at the foothills of the Italian E
RkJQdWJsaXNoZXIy MTUyMDQwMA==