Eve Sleep's new collaboration with Folk Clothing.
Billy Wood

This buzzy mattress startup has now expanded into casual and loungewear

Publicly listed mattress startup eve Sleep has partnered with London-based clothing brand Folk Clothing to offer its own range of casual and sleepwear.

The eve Sleep X Folk Clothing bedroom collection features pyjamas, bedding, sleep socks and a sleep tee, and marks a continuation of the sleep brand’s efforts to diversify its product range to other realms of the bedroom.

Eve already sells its own sheets, mattress toppers, duvets and other bedroom items to go along with its core mattress offering, with its latest clothing collaboration serving to further grow its product range.

Kuba Wieczorek, chief brand officer at eve Sleep, said: “Our design ethos at eve is to create beautifully simple products that are simply beautiful, and Folk’s focus on subtle detailing and craftsmanship is a real inspiration; they’re the perfect partner.

“With this collection you can wear it, dress your bed with it, and the fabrics have been carefully selected to work together so that you can sleep easy.”

The startup, which has already raised just under £20m from high-profile backers including Woodford and Octopus Ventures, is one a number of operators in the tech-focused mattress space vying for market share.

Competitors including US company Casper and fellow UK compatriots Simba Sleep are just some of the companies who have been shaking up the market in recent years, with aggressive expansion plans and marketing budgets.

Already there are signs that the big brands are looking to diversify their product lines as they target new markets and grow their profits, with a pitch deck from Simba earlier in the summer outlining plans to expand into pillows and bedside cabinets in the next 12 months.

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