I'll never forget the moment I decided it was time to get smart about how to create a heavenly sleeping situation. I was lying in my roommate's bed — a cloud — trying to pinpoint why her bed was astronomically more comfortable than mine. Was it the topper? The sheets? "It's all of the above," I learned. "When linens are good, they're good."
Now my ears perk whenever I hear about a brand that is taking sheets seriously without robbing the bank. Riley, a new company specializing in affordable luxury bedding, is one of them. Founded by former senior executive at Net-A-Porter, Heather Kaminetsky, Riley is a direct-to-consumer business that found a way to bring its customers $1,000 bedding for just $199. We spoke with Kaminetsky to find out everything we could about the new line. Here's what we found out.
Lonny: What is the inspiration behind Riley?
Heather Kaminetsky: Riley is inspired by the idea of “Living the Life of Riley,” which is a saying that means, to live a carefree and luxurious lifestyle. Our goal is for our products, and our brand, to enable our customers to create a space within their homes that is comforting, relaxing and personal. We also want to shake things up and have a bit of fun by bringing the bed & bath category to life.
Lonny: What separates Riley from other linen companies? Or what would you like our readers to know about Riley?
HK: A few things! Perhaps the most important would be our quality. We work with a fourth-generation family-owned textile mill in Portugal to produce all our linens, from start to finish. This means every thread, stitch and seam is authentically created and produced in Portugal, and not just assembled there as a final step in the manufacturing process. The result is truly unparalleled quality; our early adopter customers have already told us that they cannot believe the difference in the feel and comfort of our bed sheets over that of our competitors.
A few other fun ways in which we are different include our ability to offer custom monogramming on almost every product, which again, enables customers to make these linens truly personal and unique to them. We also offer a unique feature called our Home Lie-On Program, in which for $5, we will send you two deluxe samples of our percale and sateen sheets so you can try them out yourself and decide what you prefer, since we’ve found that so many customers do not fully understand the difference between these two types of sheets until they touch & feel them. We then apply the $5 as credit towards your next order! And finally, I hope we are different through our brand personality. Like I said, we are aiming to loosen the linens world up a bit, and inject some fun, fashion and spirit into the otherwise sleepy bed & bath category.
Lonny: What's your best product, or your favorite, and why?
HK: This is like asking me to pick my favorite child! It’s a tough one, but I think I’d have to go with our Hooded Waffle Robe. Mainly because I love the feel of it, but also as someone who comes from a fashion background, I always gravitate toward anything I can wear!
Lonny: Novelty linens are a huge trend in design right now. What newness is Riley bringing to the table?
HK: I would say definitely our quality, as mentioned before. Sheets and towels of this level of quality just don’t exist in the market at this price point. Throw in the affordable monogramming, and it really is a new proposition for customers on the hunt for linens. We are also constantly innovating and finding ways for our products to do double duty, so our Convertible Down Blanket is also something new in this space. It’s a pillow that zips out into a blanket, so it’s perfect for travel. But, what I’m most excited about is the coming months, where we will launch many new categories and products that really don’t exist in the marketplace right now, at least not at our level. So, watch and see!
Head over to Riley's newly-launched website to see the finest threads $199 can buy for yourself, and so much more.
For more on newly-launched above-and-beyond products, check out What You Need For Spring According To Lonny Editors.