‘There’s no middleman getting a mark-up’: why Irish high-end bedding company Amurelle founder took the direct route

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Hannah Sanusi says she couldn’t find the kind of quality she was looking for in Ireland, so she moved to fill the gap in the market

‘There’s no middleman getting a mark-up’: why Irish high-end bedding company Amurelle founder took the direct routeA recent collaboration with the Cotswolds-based interior designer Bee Osborn has resulted in a surge of business from the UK

“Linen is long lasting and has become very popular so I had identified that as one potential product, and of course 100 per cent cotton is lovely to sleep on and that inspired the second product. We also offer baby bedding, linen robes and, more recently, pyjamas.” Amurelle’s customers are worldwide but a recent collaboration with the Cotswolds-based interior designer Bee Osborn on bed linen has resulted in a surge of business from the UK, with sales so far this year up 26 per cent on 2023. More than 50 per cent of the company’s website traffic is from the UK. The company’s order fulfilment is done from Northern Ireland for post-Brexit ease of trade.

 

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