In love with linen

Words Ines Cerboni and Melinda Burton | Photos Supplied

With its luxurious French linens, textual wool throws and Turkish blankets, I Love Linen is a vision of dreamy, comfortable luxury, but pull back the covers and behind the business is a passionate, consumer-centric and dynamic driving force.

It was a project that started off like so many others, a side hustle.

When Lauren Roe took time off for maternity leave, she had a dream to turn her idea into steady income on the side.

“In hindsight, starting a business when you have a newborn is ambitious, but luckily for us, we continued to grow and we’ve found success,” says Lauren.

Established in 2012, I Love Linen has since become one of Australia’s best online destinations for all things home, boasting some of the finest French fabrics for the perfect night’s sleep.

Coming from a family of traditional bricks and mortar retailers who imported and sold bedding, Lauren had been introduced to the industry early on.

“My parents sold all manner of things over the years and while none of it was French linen, it did give me an idea how much people cherish a good night’s sleep,” she says.

“Coming from a family of retailers, I had already learnt about thread count and quality sheets from an early age, so this was a natural progression for me.”

A trip to France had Lauren eager to bring the lush linens she enjoyed in boutique hotels and villas into her home and later, create a business interwoven with the essence of comfort and relaxation.

“After returning from my travels, my search for high-quality French linens began,” says Lauren.

“I wanted to find beautiful bedding for a perfect night’s sleep.”

Introducing new bed linen is a cost effective and easy way to refresh a space, but it’s the simple things in which Lauren finds the most inspiration.

“I usually find my inspiration from images I come across.

“It could be a beautiful interior or a location that I am inspired by, and I aim to recreate that feeling through the colours we choose.

“We work hard to develop our own range of exclusive colours, including our gingham range, which always sells out.”

To showcase their signature styles and capture the comfort their products offer, I Love Linen compile lookbooks and inspirational guides, giving customers an insight into a world of luxury linens, layered colours and patterns, and playful styling.

“We work really hard to style and show our designs in a relaxed and accessible way,” says Lauren.

“Linen looks incredible with its rumpled and wrinkled texture and when we shoot our lookbooks, we also take a lot of care to show customers how to style and what colours in the range they will work best with.”

Known for their premium natural fibres, the company’s best-selling pure French linen range sits as the luxury end and offers one of the largest colour ranges available online.

“Our signature French Linen makes your bed look and feel amazing,” says Lauren.

“If you sleep well, you live well, and bedding is one of the most important products we can invest in.

“We have made a conscious choice to also include beautiful organic bamboo and crisp luxe cotton, giving customers the ideal opportunity to design their perfect bed.

“The newest edition is our Matcha range, which was designed in a very subtle and calming green.

“It creates such a sense of calm, and we hope it helps our customers practice slower living sleep rituals.”

Beside bedding products, the company also sells pure-linen capsule loungewear collections.

“Our focus is always on sustainability and providing a core capsule range for our customer,” she says.

“All our pieces are designed for maximum comfort, withstand trends and be part of your much-loved clothing collection for years.”