You don’t go looking for life-changing linen – it finds you. Let us introduce Feyre Home, the next big name in bedding (all thanks to a little secret weapon). Find out why everyone wants to sleep with Supima from the Feyre founders themselves, Adam and Hilma Fitzgerald…
Firstly, tell us a bit about yourselves?
We both have an extensive background in sourcing, developing and identifying textiles. Our combined 35 years of experience has culminated in our homewares brand, which harnesses our practice, knowledge and expertise, to create products superior to anything else on the market. The fact that we’re married also makes it a bit easier to do business together!
Hilma: my love all things fashion and home furnishings was born early and sparked a passion for design and merchandising. This passion was fuelled by six years of employment at Australia’s largest and oldest fashion wholesaler, Charles Parsons, where I was responsible for fabric and product sourcing.
Adam: I also identified my passion early, getting my start in the industry through my family business, where I sourced raw materials for almost thirty years. I have had two separate textile wholesaling businesses across bed linen, home furnishings and hosiery, and developed a strong background in logistics and distribution, sourcing textile products from fibre, yarn and fabric. I also manufactured products including spinning, weaving, knitting, dyeing and finishing. But it was my extensive travels across Europe, the United States and Asia that led to relationships with all manner of companies across the industry, dealing with many manufacturers.
Together, our attention to detail creating a simplistically beautiful product at an attainable price point is what provides the true value for money – you can see it in the little things, like the top/bottom labels on your fitted sheet to make bed making easier, the extra thick elastic on the fitted sheet, the self-fabric bag to store your bedlinen, and the internal ties on the duvet cover to keep your doona in place.
What makes Supima cotton so special?
Well, let us start off by explaining what Supima Cotton is and why we use it. Simply put, Supima is the ‘world’s finest cotton fibre’. Supima is the only branded cotton fibre with a fully transparent and traceable supply chain and is an extra-long staple fibre that gives the cotton its premium properties: strength, softness and colour retention. This means we can guarantee where our cotton comes from and there aren’t many brands that can lay claim to that!
It’s for this reason that Feyre Home chose to exclusively use Supima cotton for our bedlinen ranges. The source and quality of Supima extra-long staple cotton is essential to the standard of bed linen we produce. Our Supima cotton is not blended with any inferior quality cotton fibre and you can really feel the difference. We know where our cotton comes from – do you?
Why should Aussies be so excited to get their hands on it?
We were very lucky to secure a licence from Supima. There is over 60 years of heritage and authenticity behind the Supima brand – it is the only legitimate cotton fibre with an authentic and genuine story behind where the cotton is grown, how it is grown, who grows it, sustainability and heritage. Consumers are now demanding to know more about their products, so we really owe it to the Australian market to give them something superior.
There is a lot of false and misleading jargon around bedlinen and we – with the support of Supima – are de-mystifying this. We pride ourselves on our textile background and believe in quality without compromise. We also believe that there should be a story behind the product and the brand.
What will we notice about Supima cotton after just one night’s sleep?
We all go to bed after a good day or a bad day – why not spoil ourselves when we really need it? Bedlinen is a tactile experience, and 300TC Percale bedding means softer and more breathable – the perfect recipe for a good night’s sleep.
How important is sustainability to your business?
It starts with Supima Cotton and the very stringent policies placed on cotton farmers in relation to water usage, agricultural best practices followed by spinning, weaving, dyeing and finishing suppliers must be Supima accredited down to the the Feyre Home packaging made from 100% recyclable materials and fully recyclable. Compared to 20 years ago, U.S. cotton growers are using less irrigated water to produce more cotton fibre. In fact, over the past two decades, U.S. growers have improved efficiency of irrigated water used by approximately 80%. This is a really critical improvement for the industry and the world, and we’re very proud to be part of it.
Want to feel the Feyre difference? You can win a Feyre Home Supima Cotton Sheet Set yourself – enter below! Competition closes Friday November 30 and only the winner will be notified. Good luck!
This competition has now closed.