Utterly effortless. How else could one describe IN BED, the online retail space created and curated by Pip Vassett? What once started out as a small selection of linen and homewares has now grown tenfold. Inspirational, aspirational, but ultimately achievable. The IN BED aesthetic is an infuriatingly fabulous m\u00e9lange of laissez-faire and perfectly poised. Yet you can lift it from the site to in-situ in your own home to the same effect. The product styling is simple and unfussy, as is the product offering, and thus easily reimagined in the homes of Design Hunters like you and me.\r\n\r\nIn 2013 when IN BED was first launched, it was speaking to a gap in the market for high-quality, reasonably priced, linen bedding. But equally so it spoke to Pip\u2019s personal sensibilities and professional goals. Off the back of eight years as the Fashion Director at Yen, it was time to do her own thing and play by her own rules.\r\n\r\nA gut instinct and a growing interest in interiors and textile design saw the world open up for Pip \u2013 albeit from a seat at the computer.\r\n\r\nNine months of research and production and another five years in business later, Pip has built solid relationships with suppliers and manufacturers the world over. The linen is sourced from Shenzhen, China; cotton from Portugal in a town called Guimar\u00e3es; the baths towels are made in Izu Shizuoka, Japan; cashmere from Shanghai; and more locally they\u2019ve had blankets made in Tasmania.\r\n\u201cWe\u2019ll usually go over to Shenzhen once or twice a year, and Shanghai as well. We just came back from Lisbon and Japan,\u201d says Pip. The \u2018we\u2019 is in reference to her partner and IN BED General Manager Eddie. \u201cIt comes down to choosing or sourcing products from a location you know has a strong reputation in that particular area,\u201d he adds. \u201cIn [Imabari, Japan] we looked at a number of examples of the Japanese cotton towels and they were known to be beautifully soft and high quality, so we wanted to produce our products there.\u201d\r\n\r\nLikening the appeal of IN BED to that of APC, Bassike and ACNE, \u201cbrands that I really love and trust\u201d, IN BED is conversely dedicated to the residential sphere. \r\n\r\nIn addition to the sourcing of linen, building relationships with suppliers and manufacturers, designing and sampling the initial product range, it was always intended that a carefully curated selection of work from local and regional designers would sit beside her linen to complement and round out the collection.\r\n\r\nHenry Wilson, Wignut &amp; Co., Gidon Bing, Rina Ono and slightly more established \u2013 as opposed to emerging \u2013 brands such as Anglepoise, Iris Hantverk and HAY have each gradually made their way onto the website. Like any new business venture that\u2019s to extend beyond a successful first reception, continued success comes from building on what works and ensuring the ability to be responsive to the market. Staying close to her clients and their growing interests \u2013 anticipating them even \u2013 is of utmost importance to Pip.\r\n\r\nIn such a way the IN BED Journal extends the brand beyond its initial offering, while her investment in original photography translates skills of a past life into the present.\r\n\r\nFresh campaigns are usually shot every two to three months. They might be shared online (the website), through social media (Instagram) or printed media (a lookbook). As Eddie notes, most \u2013 if not all \u2013 photography used is original content and the supplier visits often double as global shoots.\r\n\r\n\u201cWe took a photographer to Japan, shot a whole campaign, produced a broadsheet-slash-lookbook, and we had an exhibition in our studio space,\u201d says Eddie. \u201cIt\u2019s a nice way to create a bit of an activation around the launch, another level of engagement.\u201d\r\n\r\nFuelled by more than her own self-conceded curiosity, the IN BED Journal is a look into the homes and private spaces of the different creatives that have inspired the brand, and how they, in turn, have been inspired by the brand. \u201c[The journal] didn\u2019t launch at the same time that the site did but it was something that I wanted to do,\u201d says Pip. \u201cThat\u2019s the whole inspiration behind IN BED: real people and how they live at home.\r\n\r\n\u201cSome are incredible, and some are just sweet little homes, but there\u2019s always a point of interest\u2026 Everyone has a beautiful little spot in their home \u2013 even if it\u2019s tiny.\u201d\r\n\r\nNow the tables have turned and Pip and Eddie are sharing their home space, their private sanctuary to the rest of the world. \u201cWe\u2019ve been here for a year now and we\u2019re slowly building on pieces,\u201d says Pip. These pieces in question might be gifts, family heirlooms, or vintage finds, but the overall objective is to find furniture that comes with a backstory or personal connection.\r\n\r\n\u201cAnything in our home we want to love now as much as in 10 or 20 years. That\u2019s what good design is; something that\u2019s going to be good in a decade or two,\u201d says Pip. So it seems the pursuit of timeless design for IN BED extends to the design of her home \u2013 or is it the other way around?