A TETBURY business has launched online today, ready to shake up the bedding industry.

Bedfolk, founded and ran by Tetbury residents Jo and Nick James, is launching with a collection of super- comfortable ‘no bullsheet bedding’.

The Growth Hub, consisting of a team of experts that aim to help Gloucestershire business to grow are supporting Bedfolk.

With their support, the couple are aiming to set a new standard for bedding which they say will be beautifully designed, honestly made and fairly priced.

Before they moved to the Cotswolds, the couple were based in London, where they were shopping for their first flat.

They found their experience of buying bedding confusing, uninspiring and expensive.

They also found that no one else could tell them the difference between the stacks of generic, plastic wrapped products on offer, and they left empty handed and frustrated.

Jo and Nick spent the next 12 months learning everything there is to know about bedding, travelling Europe to source the finest cotton, develop the perfect weaves, and find the most skilled of craftsmen to partner with.

Using their knowledge, they have concentrated on what they believe are things that directly affect quality, the calibre of the thread, the quality of weaving and finishing, and the eco-standards. Jo added: “We’ve simplified things, meaning you get a lot more for a lot less.”

You can find them online at bedfolk.com