Sömn Home is a luxury bedding brand that advocates mindful living using natural materials for everyday comfort. Their mission: to make wellness-obsessed home textiles without the compromise of comfort, price and ethics (sounds like sweet dreams to us!). We chatted with founders Fredrik Örling and Julie Wu their journey from their home goods store (Vancouverites will remember Örling and Wu) to their online-only luxury bedding business. —Vita Daily
Hi Fredrik and Julie! Please tell us a bit about yourselves (and your history as retailers in Vancouver) to start!
Hello, we are Julie and Fredrik, co-Founders of Sömn Home. We are retailers by day and pro-sleepers by night … with over a decade of experience in the luxury home-goods landscape.
When and why did you decide to launch your online bedding store, Sömn?
Sömn is an inception from Örling & Wu, a lifestyle retailer founded in 2009 by the two of us. In getting to know our customers, it was clear that natural-fibre goods, specifically made from flax, were in high demand but were not readily available in Vancouver. We developed a linen bedding line and these offerings were one of the many reasons customers kept coming back. From there we expanded the product offerings and launched Sömn. We closed Örling & Wu at the end of February this year to solely focus on Sömn and providing our luxury bedding in an online store.
What makes Sömn luxury bedding? How is it unique to other bedding offerings out there?
We feel that “luxury” is being redefined as we speak. We’re finding that as non-essential shopping habits are changing due to the ongoing pandemic, consumers’ demands are shifting and they are looking for sustainable brands and prioritizing quality over quantity. Customers are getting premium quality with us. Sömn linens are produced in one of the oldest mills in Europe, known for its textile heritage. Every thread represents a piece of genuine craftsmanship. But what really separates us from our counterparts is that we are a “responsible” brand. We test every product and vet each producer stringently before we begin our business relationship. We ask our producers questions that many companies don’t think about and work with them to conserve raw material, reuse and reduce wastes down to transportation packaging. These efforts are far more costly, time-consuming and imply more risks for the business, but we take them on because being a sustainable company is a big part of our brand ethos.
Tell us about sustainability when it comes to your bedding.
From the choice of raw materials to the finishing details of Sömn beddings, we have a consistent goal in making our customers’ sleep as peaceful as possible. Every single step is carefully considered and deeply intended for our customers’ health and the safety of our planet. Our linens are always 100 per cent natural linen, making them eco-friendly. We use all-natural European linen from seed to fabric and the process to create the linens is done entirely in one country to help reduce carbon footprint during production. Our linen sheets are made from 100 per cent natural flax. This amazing natural fibre grows without the need for any herbicides or pesticides. It is completely biodegradable, environmentally friendly and is a great renewable resource. Linen is also known to be the strongest natural fibre in the world, which contributes to the longevity and durability. Sömn’s 100 per cent organic cotton yarns are grown using proven methods and processes to manage lower environmental harms, like reducing the use of water during the production process compared to traditional practice. There is zero usage of harsh dyes and colourants, which can contain heavy metal contents. Our sateen cotton bedding stands up to wear and tear better than their conventional counterparts because it does not use harsh chemical treatments like wrinkle-resistant coating or flame retardants. Making our sheets allergy-friendly, non-toxic and friendly to the environment. In addition, Sömn’s carbon-offset contributions are supporting forest-protection initiatives that are currently funding the Jarí Para Forest Conservation Project in the Amazon Rainforest.
What is the Sömn Sleepwell Club?
The Sömn Sleepwell Club is a name we designated to our community—it’s a place where our latest news, educational materials and exclusive offers are shared monthly when signed up. We also have a Sömn Affiliate Program by which anyone can become a brand ambassador and earn a commission for marketing our bedding products.
What Sömn pieces are you looking forward to cuddling up with come cooler weather this fall?
Three warmer shades of colours will be added to the Sömn linen family that are perfect for fall/winter. These colours will be launching in October. They are gorgeous on their own or paired with our existing all-season colours.
Photos by Mike Seehagel
Win! A $250 Sömn Gift Card!
We have a winner! Congratulations Carly F. of Vancouver, B.C., who will receive a $250 Sömn Gift Card!