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Olive Wren, a socially conscious luxury home brand, joins a crowded market

The company currently makes one product: high-quality linen bedsheets made from 100% French flax.

Olive Wren, a socially conscious luxury home brand, joins a crowded market
[Photo: courtesy of Olive Wren]
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Coming off last month’s news that Parachute has raised $30 million in funding, another high-end bedsheet startup is entering the fray this week, joining an increasingly crowded space that includes home brand startups like Brooklinen, Snowe, and Flaneur.

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Jacob Xi and Anni Stromfeld just launched Olive Wren, a home brand that currently makes one product: high-quality linen bedsheets made from 100% French flax. Much like competing direct-to-consumer bedsheet brands, Olive Wren makes its products in the same factories that make products for luxury bedding brands. Its products are also Oeko-Tex certified, which means that the fabrics are free from harmful chemicals and synthetics.

But by avoiding the middleman markup, the brand is able to sell a sheet set starting at $135, which is a fraction of what luxury brands charge. The startup also has a social mission, donating a portion of all sales to sexual assault and domestic violence survivors, through a partnership with the Joyful Heart Foundation.

[Photo: courtesy of Olive Wren]
Sheets, however, are just the start, as was the case with many of their competitors. Brooklinen, for instance, recently expanded from sheets to bath towels, while Parachute now has a whole suite of home products. Xi and Stromfeld hope to create a home essentials brand that is grounded in a timeless aesthetic and a focus on mindfulness.

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About the author

Elizabeth Segran, Ph.D., is a senior staff writer at Fast Company. She lives in Cambridge, Massachusetts

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