SOURCE: Early To Bed

Early To Bed

October 19, 2009 06:15 ET

In the Great Recession, Quality Trumps Brand

Early To Bed Sees Increases in Luxury Sales

OMAHA, NE--(Marketwire - October 19, 2009) - Early To Bed, America's premier purveyor of fine European linens, designer fabrics and spa-quality body products is experiencing strong sales of luxury bed linens and accessories, contrary to most national retail trends.

In attempting to explain the better-than-expected performance of some luxury brands and retailers, Forbes magazine (How The Luxury Consumer Will Spend in 2009, Lauren Sherman, January 13, 2009, noted that affluent buyers are shopping differently in 2009. Instead of purchasing several, lower-priced trendy items, shoppers today will spend more on a single, longer-lasting luxury good.

This preference for quality may be responsible for the increase in sales at Early to Bed. For example, sales of premium hypodown pillows are up 10%, in units, over the same period a year ago. These luxurious down pillows range in price from $100 to $300, each.

According to Early to Bed owner, Joan Miller, the end of conspicuous consumption has not been synonymous with the end of luxury spending. "We've found that our customers may be spending less on the public areas of the home but more on their bedroom. That room, in particular, has become their personal sanctuary or refuge."

"Our customers have done the research and understand the difference in finish and durability of premium quality bedding," continued Miller. "They appreciate, for example, that good down pillows and comforters are investments that, with proper care, will last a lifetime and that 100% Egyptian cotton bedding will also last years beyond bargain bin blends."

The lesson from Forbes and the experience of Early to Bed is this: Purchase decisions based simply on brand name are so last year but a decision based upon quality and value endures even in the Great Recession.

About Early To Bed

Since 1997, Early to Bed has been providing luxury linens, tableware, designer fabrics, spa-quality bath products and unique gifts of incomparable quality. Its skilled and educated staff offers clients a blend of custom and ready-made options. For more information, visit the Early to Bed website at or call toll-free 1-800-333-5376 and an experienced associate will answer your questions and assist you.

Contact Information

  • For more information contact:

    Joan Miller
    Early to Bed
    Email Contact