IN BED Opens A Flagship

Australian homewares and lifestyle label IN BED opens its new flagship in Paddington this week.

The online retailer’s founder, Pip Vasette, takes us through her first concept store, and talks about taking the leap into bricks-and-mortar retailing.

Elle Murrell

A first look at IN BED store’s first-ever flagship store in Paddington, Sydney. The paper light is by Akari Isamu Noguchi from Vitra, and the dining chairs are made-to-order from HAY. Photo – Terence Chin.

‘The design is cosy and warm. It incorporates carefully selected natural materials and works with the space’s existing natural light, which floods the store through a glass wall.’ Plant pots are by Anchor Ceramics. Photo – Terence Chin.

Pip worked with her longtime friends, interior specialists We Are Triibe, to bring the store to life. This round table, as well as the front bench, are by Made By Morgan. Photo – Terence Chin.

Store details. Photo – Terence Chin.

Ceramics by Wingnut & Co. and wooden objects by Tara Burke. Photo – Terence Chin.

The bricks-and-mortar store gives the brand an opportunity to showcase all their wares. Photo – Terence Chin.

‘Our friends and interior designers We Are Triibe did an amazing job at interpreting IN BED as a living, breathing space, and totally nailed the brief,’ says Pip. Photo – Terence Chin.

Elle Murrell
30th of April 2018

‘The landscape has changed dramatically since IN BED launched,’ begins founder Pip Vassett. ‘If you wanted bedding, it was either something very classic and mature, or something cheap and cheerful from a chain store. Our aim was always to cater to customers, like ourselves, who wanted something that was timeless but also had a design element to it.’

Building her label, Pip has been focussed not only on great fabrics and colours, but presenting her designs in a way that speaks to would-be customers. ‘Now, there seems to be endless other brands that are in this space and communicating with our particular customer… the sheer abundance of other brands within the landscape has been a factor inspiring us to take the next step.’

And so, this week, IN BED brings its range of ‘classic, utilitarian’ bedding, bath, kitchen and home textiles, to Oxford Street, Paddington. Pip has worked with her long-time friends We are Triibe on the interior design of the new flagship, opting for a cosy atmosphere, with an emphasis on natural materials. The build was carried out by Verdecon, including joinery by Exit Eighty Six.‘Our aim was to create a destination that is warm, welcoming and character filled. A space that makes you want to linger, enjoy and drink it in’ Pip explains.

The 80-metre-square store also stocks designs by additional brands, including Walk In The Park, Pansy, Marta Buda, Gidon Bing and our pals Wingnut & Co. Pip hints at new releases in the coming months, but is first and foremost committed to ‘nailing the IN BED store experience’, both in-store and online.

‘We wanted to create a unique retail experience that brings the ideas and personality behind IN BED to life,’ says Pip. ‘We’re excited to really connect with our customers in person – I love online but the downfall is that it’s not very human. You really don’t know much about people coming to your online store other than data, so it’ll be nice to spend some time getting to know people IRL!’

72B Oxford Street,
Paddington, New South Wales

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