Coyuchi Launches First Apparel Line

Plus: Marimekko and Gohar blur bed-to-street style

Author

Zihan Lyu
September 11, 2025 • Estimated Reading Time: 4 minutes

Bedding Edit

Here's what's happening this week in the world of bedding eCommerce:
- Coyuchi moves into apparel with organic loungewear.
- Marimekko x Laila Gohar launches bed-to-street capsule.
- Cooling bamboo sheets top consumer picks, again.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Coyuchi introduced the Pima Organic Knit Collection, expanding from organic bedding into loungewear with GOTS-certified Pima cotton. This pushes the brand beyond the bedroom to capture share-of-closet and extend LTV with adjacent SKUs. Implications for bedding brands pursuing category diversification and retention plays.

Marimekko teamed with artist Laila Gohar on a bedroom-themed capsule spanning pajamas, bedding, sleep masks and ceramics, launching via Le Bon Marché with a U.S. Soho event to follow. The bed-to-street concept blends home and fashion, widening distribution and PR reach ahead of peak season. Useful for brands leveraging experiential retail and collaboration-led drops.

Quince expanded its home lineup with rugs, blackout curtains, bedding and furniture at accessible price points. Aggressive assortment scale-up ahead of Q4 positions value DTCs to capture intent from premium lookalikes.

⚡QUICK READS

Bamboo Sheets Dominate Cooling Demand: NY Post’s tested picks spotlight breathability and moisture-wicking as core decision drivers, reinforcing PDP creative to foreground cooling proof points and care guidance.(More)

Pottery Barn Bets On Modern Nostalgia: The Brandon Maxwell toile bedding capsule signals ongoing appetite for heritage aesthetics at accessible price points, a cue for seasonal print-led merchandising.(More)

Microbrand Expands Into Holiday Sleepwear: Snuggle Buds adds 100% cotton pajamas ahead of gifting season, illustrating how founder-led brands use sleepwear to increase AOV and repeat purchase.(More)

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