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  • A bedsheet start-up has launched its own hotel
  • A bedsheet start-up has launched its own hotel
    Betta Living (2014) ©

A bedsheet start-up has launched its own hotel

Bedsheet brand Parachute wants to link bedding and community in the minds of shoppers. It might seem like a tough sell, but by launching a miniature hotel above its offices, it's connecting with people in the most intimate quarters to better understand them.



  • Article image What’s the appeal of a shoppable apartment?

    As e-commerce and brick-and-mortar begin to settle into a comfortable co-existence, a new retail format is beginning to emerge, blending the best of both worlds in experiential spaces that are neither store nor home. But why are digital-first labels deciding to go offline at all?

  • Article image Commonspace: a community for lonely city-dwellers

    Gen Yers have swapped suburbia for city life in their version of the American Dream. But with skyrocketing rent costs, shrinking square footage and a lonesome lifestyle, urban living isn’t always easy. Commonspace is a living solution for some of the sore spots of city life.

  • From online store to high street shop From online store to high street shop

    The British high street has undergone profound changes over the last decade, with the likes of Woolworths, Comet and JJB all disappearing. But while retailers are looking to boost their digital presence, online furniture store Loaf is bucking the trend and opening a physical shop instead.

  • Article image Aloft and Design Within Reach: take home a bit of your hotel room

    Over 40% of people have stolen from hotels. And while taking home a towel might seem acceptable, what if you fancy the bedding? Aloft hotels and Design Within Reach are letting guests buy everything from the chairs to the beds. But does this ‘in-context’ way of selling really work?