Sainsbury’s Home has launched an exclusive new private brand range of bed linen, made from a blend of recycled polyester and BCI cotton.

Designed to ensure a comfortable night’s sleep, the Sleep More Sustainably bedding will be available in a range of sizes, from single to king, with a total of 48 recycled plastic bottles going into a double plain duvet set. It is the latest step in the private brand’s efforts towards more sustainably sourced and created products.

To realize the project Sainsbury’s Home has used REKOOP recycled polyester fibers that come from recycled plastic bottles, giving items saved from landfills a second life. The DNA tagged recycled polyester fibers ensures full traceability from the start to the finished product.

The bed linen is presented in a fabric bag, made from the same material, and fastened with a coconut husk button and jute string, designed to eliminate single use plastic packaging. 

Soft to the touch and easy to care for, the Sleep More Sustainably range is available in a calming range of colors, including blush pink, pale blue, dove grey and crisp whites, as well as a number of decorative patterns. 

Rona Olds, Head of Buying Homewares at Sainsbury’s Home

Rona Olds, Head of Buying Homewares at Sainsbury’s Home said: “The new Sleep More Sustainably bedding range represents an important step in making use of post-consumer products for homeware that is stylish and more sustainable. It’s incredible that 58* plastic bottles go into a king-size plain duvet and every single piece in the range is still soft to touch. Within our homeware product overall, we have committed to using sustainably sourced timber and cotton across 100% of our own brand products by 2020.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.