Title: Boll & Branch: Revolutionizing the Bedding Industry with Comfort and Social Responsibility
Introduction:
In a world filled with confusion and intentional deception surrounding the bedding industry, Boll & Branch, a lingerie brand, has emerged as a game-changer. With a mission to provide customers with comfort, safety, and transparency, Boll & Branch has disrupted the market by offering high-quality, organic, and Fair Trade certified bedding products. In this article, we explore the journey of Boll & Branch, their innovative approach to making beds, and their commitment to social responsibility.
I. Accidental Beginnings:
1. Scott Tannen and Missy Tannen, the co-founders of Boll & Branch, stumbled upon the bedding industry by accident.
2. Frustrated by the lack of clarity and confusion when buying sheets, they identified an opportunity to simplify the process for customers.
3. Recognizing the intentional confusion surrounding thread count and claims on Egyptian cotton, they aimed to disrupt the market with their radical idea.
II. Disrupting the Bedding Market:
1. Boll & Branch started as an online business in 2014 and quickly gained traction, becoming profitable by its second year.
2. The company expanded from offering sheets and bedding to a diverse range of products, including towels, rugs, sleepwear, and even mattresses.
3. A bottom-up approach allowed Boll & Branch to establish direct relationships with family-owned farms and factories, ensuring transparency and environmental and social responsibility.
III. Social Responsibility and Fair Trade:
1. Boll & Branch became the first 100% organic Fair Trade certified bedding company.
2. By partnering with family-owned farms and factories, they have uplifted the lives of over 50,000 people in their supply chain, ensuring fair wages and improved living conditions.
3. The company’s commitment to social challenges in the textile industry sets a positive example for other businesses.
IV. Retail Expansion and Partnerships:
1. Despite initially planning to solely operate as an online business, Boll & Branch embraced wholesale partnerships, starting with Nordstrom.
2. Selective placement in Nordstrom and Bloomingdale’s stores contributes to the brand’s credibility and offers customers the opportunity to touch and feel the products.
3. The company follows a hub and speak model for retail expansion, strategically clustering stores to better serve local communities.
V. The Future of Boll & Branch:
1. Boll & Branch plans to continue expanding its retail presence, with upcoming stores in various locations across the United States.
2. The company’s sustainable and socially responsible approach sets them apart and ensures long-term success.
3. Scott Tannen remains deeply involved in the business, prioritizing customer service and delivering the best possible product.
Conclusion:
Boll & Branch has disrupted the bedding industry by prioritizing customer comfort, safety, and social responsibility. The company’s commitment to transparency, organic materials, and Fair Trade certification has earned them loyal customers and recognition from major retail partners. As Boll & Branch expands its retail presence, their dedication to providing high-quality products while uplifting the lives of their supply chain workers remains at the forefront. With their innovative approach and unwavering commitment, Boll & Branch is set to revolutionize the way we think about making beds and the impact of our choices in the industry.
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Boll & Branch Store
Courtesy of Boll & Branch
We’ve all heard the expression, “You’ve made your bed, now lie down.” Boll & Branch, the lingerie brand, puts a positive spin on what would otherwise be a negative message. If you buy a set of Capsule sheets and branches at their store, a stylist will deliver them to your home and give a hands-on lesson on how to make a bed.
It’s an example of how Boll & Branch approaches making beds so people can lie in them with a level of comfort and safety they’ve only dreamed of.
“My dad once told me, ‘You’ll never regret the money you spend on your television or couch because you’ll use it every day,’” company co-founder and CEO Scott Tannen shared with me. “But people spend most of their time at home, in their own beds. Sheets are something we use every day. We should love them.
Accidental beginnings
At first, Tannen and his wife, co-founder Missy, knew nothing about the lingerie industry. He worked for nearly ten years as a marketing executive at Nabisco and Wrigley, then launched his first video game design company, which he sold to Publishers Clearing House. She was an elementary school teacher and brought an artist/maker’s eye to the business.
They accidentally stumbled upon the bedding opportunity after a search for new sheets left them confused and confused. “We couldn’t tell the difference between spending $100 or $900 on a set of sheets. I thought buying sheets should be easy, but it’s not,” she explained.
“There is a lot of confusion in the market – I would say intentional confusion – regarding thread count and claims on Egyptian cotton. Customers had no real mechanism to resolve the issue. This was our radical idea.”
They turned that accident into a $200 million company that’s been profitable since its second year after opening the online business in January 2014. In addition to its flagship digital business, it now operates six stores with 20 more on the way in the next two years, and Boll & Branch is Nordstrom’s favorite bedding brandJWN and Bloomingsdale.
Its product line has grown from sheets and bedding to towels, rugs, shower curtains, bathrobes, sleepwear and bedroom furniture, including its own brand of mattresses.
The pair took a bottom-up, rather than top-down, approach to shaking up the situation $18 billion bedding market. And beyond the extremely loyal customers and rave customer reviews, the best testament to Boll & Branch’s success is that their wholesale partners sought them out to promote the brand.
“From day one I said we would never go into wholesale, but then Nordstrom approached us and said, ‘We don’t have much of a home-based business, but our customers have a magnetism for yours. brand name. We’d love for you to come with us.’ And with a question like that, we said yes because it’s still a category where a lot of people want to touch and feel the product,” he shared.
From seed to leaves
As industry outsiders, the pair took on the challenge of reverse-engineering the entire bedding supply chain that they found bloated with materials moving between too many hands and each taking a share. They had to start from scratch to produce the required quality and do what is right from an environmental and human social point of view.
Predictably, the industry experts they approached initially said it couldn’t be done, but they did it.
“We realized we had to change the system from start to finish. We have invested a tremendous amount of time and money into our supply chain, so that we are the only fully source-managed bedding company, working directly with family-owned farms and factories that use 100% organic cotton “, he has declared.
Through this process, Boll & Branch became the first 100% organic Fair Trade certified bedding company. “We have over 50,000 people in our supply chain and they are living above the poverty line for the first time in their lives. I cannot afford to build a business that does not take into account the social challenges of the textile industry,” she said.
Raise the dial
Tannen admits that untangling the linen supply chain took a huge effort, so retail expansion had to take a backseat.
“We realized that if we didn’t solve the supply chain problems, we would become a problem. But now, with the capacity in place, we are ready to expand and serve our stores and those of our partners,” she said.
After testing a pop-up store at the Short Hills Mall in Summit, NJ, it opened its first physical store in the fall of 2018. It was an immediate success, but further retail expansion was delayed by the pandemic, so the next Greenwich, CT store didn’t open until the fall of 2020.
Four more followed this year, including Boca Raton, FL, Shrewsbury, NJ, Houston, and Dallas, TX. Plans are on the table for further expansion over the next two years in the Mid-Atlantic, New England, Florida, Georgia, Illinois, Tennessee and California.
It is following a hub and speak model in retail expansion. “When we enter a market, we want to do it in a quality way and go where our customers are so we can serve them to the best of our ability. So we plan to cluster our stores so we can be part of the local community,” she shared.
Being displayed in selective Nordstrom and Bloomingdale stores adds credibility to the brand.
“As the first 100% organic Fair Trade certified bedding company, Boll & Branch has many features we love and our customers love,” shared Bloomingdale’s Kelley Carter, fashion director, home. “Their collection offers a luxurious feel, and layering blankets and decorative pillows is an easy way to create an extremely cozy bed.”
Here to stay
As Tannen’s responsibilities have grown as the company has expanded, he remains as obsessively compulsive as ever in the business and in providing the best product to customers.
“Answering the phone and taking customer service calls is one of my favorite things to do,” he confided. “And one of the interesting questions I often get from clients is about the permanence of our business.
“We have higher net income customers who pay attention to the business press. They want to do business with a company that is there because they make money, offering a good product and good value. They understand that this is how everyone wins,” she concluded.
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