Rebecca Udall is a luxury direct to consumer homewares brand with an emphasis on bed & table linens. We define luxury as: provenance, craftsmanship, customisation, ethics, longevity & design.  

How did it begin?

Bed linen was the catalyst. A few years before I launched the brand I was working in a bed linen buying department. This greatly developed my knowledge of textiles and I noted how hard it was for a consumer to truly understand what they are buying and to find superior quality linens at a fair price. 

Our raison d'être 

The bed linen market is predominantly focussed on thread count as the key quality indicator. If this were true, then why do the same thread count sheets differ so much in softness, longevity and cost? There is so much more to great bed linen than thread counts.

Our difference:

  • We're honest about thread counts (we don't buy bed linen using poorer quality, twisted yarns to artificially inflate thread counts)
  • We only advertise "hotel" bed linen where the same sheets genuinely reside in the best 5* hotels (& I really do mean the best)
  • Honest & fair prices: we don't price to allow for future discount
  • True luxury bed linen is mostly sold wholesale to high end department stores or through low footfall, expensive outlets that warrant high margins. We source direct from the weavers & sell direct to you, to offer the best in quality, value and design.

I firmly believe more people should own exceptional bed linen. We spend a third of our lives in bed - consequently, I am a strong advocate of spending the most that you can afford when it comes to bed linen.

(You can read more about What really makes the best bed linen in the World in our blog post). 

Defining luxury

Whilst developing the brand, I was working for a global fashion house in non-stock procurement. It was a great opportunity to consider the true meaning of "luxury". I define it as: provenance, craftsmanship, ethics, personalisation, customisation, longevity & design. 

Luxury doesn't have to warrant very high prices when based on a lean business model and a considered approach to spend: no luxury stores, selling direct to the consumer and marketing resourcefully, amongst others (not taking anything away from the product, of course).

The outcome

Exceptional bed linen, as you find in the top end of the most luxurious department stores and in the most sophisticated hotels.

Incorporating the above and our Philosophy, this extended to Table: you can't beat European linen. There is a lot of lesser quality linen available on the market  and it doesn't do this fantastic fabric justice. I enjoy cooking, baking and entertaining, so Table was a natural extension.

We source from artisan and heritage manufacturers and sell direct to the consumer, ensuring wherever possible, everything ultimately adds value for the customer. 

I hope you find something you love. If you have any suggestions or comments, please get in touch.

Rebecca  x

Share your looks with us on Instagram #myRUhome - we love to see how you style our products. 

Instagram: @rebeccaudallhome


Find us on House & Garden's The List.