How has the pandemic changed demand for quality bedding? Is thread count all that matters when it comes to choosing the perfect sheets? Filippo Arnaboldi, CEO of Italian luxury bedding brand Frette, answers our questions.
As much as the world desires to move on from the dark days of the COVID-19 pandemic, there are some habits that have undeniably stuck with us. For one, the pandemic showed us that there is truly no place like home, and more people were willing to spend more on making their personal spaces more comfortable, including the bedroom.
Frette's luxurious linens can be found in some of the world’s most illustrious hotels, discerning private homes, yachts and private aircrafts. Interior design expert Cedric Jaccard: ‘Good design should create an emotion and be honest’We have seen strong demand for our luxury bedding, bath, and home decor products, especially from affluent consumers who appreciate the quality, craftsmanship, and heritage of our brand,” shared Arnaboldi.
While the pandemic resulted in an increased demand for high-quality, comfortable bedding, other consumer behaviours that emerged also include a demand for sustainable, eco-friendly products. In this line, Frette introduced a 100 per cent organic capsule collection to its Spring Summer 2023 line-up. Called Naturalismo, the collection utilises a chemical-free dyeing process that uses dried poppy petals.
Every year, Frette releases a special limited-edition collection for Asia-Pacific, specialising in jacquard fabric inspired by Asian history. The exclusive Silk Blossoms collection, for one, was launched towards the end of 2022. Featuring delicate floral“At the same time, we remain committed to our European roots and heritage, and strive to maintain the high standards of quality, craftsmanship, and attention to detail that have been the hallmarks of the Frette brand for over 160 years.
But when it comes to true luxury in the bedroom, does thread count truly make a difference for a good night’s sleep?“For me, luxury is really [plumping the bed] with the best quality, but it doesn’t mean using sheets with the highest thread count. That’s not really the right answer,” offered Arnaboldi. Instead, he believes it depends on individual preferences. “It’s really about offering the best experience customised to the client.
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