Secret Linen Store 2024 Wrapped

Where do we start? 2024 has been a whirlwind, in the best possible way. So much has happened, and we’re brimming with pride over all the amazing things we’ve accomplished this year.

Pull up a chair, grab a cuppa, and let’s wrap it up.

This year, we introduced Cora 100% Linen in Cobalt and Amber, and my oh my, she stole the show. From dressing beds to tables, so many homes have been given an extra ounce of WOW factor. The cherry on top? Seeing Cora in London tube stations as part of our first-ever big ad campaign in the capital in July. It was surreal to spot her on the commute to meetings in the city and think, "she's ours!".

Working with the fabulous Molly Mahon was one of the biggest joys of the year. Her love of colour, pattern, and craft shone through in our bedding designs, and it seems you all thought so too. This collection has been a smash hit, and we’re still pinching ourselves over how beautiful it all turned out.

2024 was a biggie for us on the ‘making things better’ front. We are now certified to the Global Organic Textile Standard (Certified by Control Union, 1350258), which certifies and tracks organically grown cotton from the source to final product. Yippee! 

This is huge for us in terms of growing our organic range (and our pride levels). We also created our first-ever B Corp Impact Report , showcasing all the little (and not-so-little) ways we’re trying to do good in the world. 

We launched the business as two sisters, and then a third joined in 2023 in a pivotal role – hello, Rosie. We have successfully completed a whole year of working together as a three. Running a business as three sisters is no mean feat, but we’re still on speaking terms - yippee. 3 sisters as Secret Linen Store Bedmakers, 1 to go.

A standout moment this year was hopping across the Channel to visit the flax fields in France. As so much of our range is 100% linen , it was incredible to see the growing and spinning process up close. We left with a renewed appreciation for the craftsmanship behind every piece.

2024 saw us branch out with our first-ever table linens collection . Beautiful tablecloths, napkins, and more, perfect for setting the scene for family feasts and celebrations. A proper pinch-me moment for our little brand.

We created some big designs for little snoozers. This was a first for us, too… Creating lovely, exclusive designs for the littlest people in your life. It’s been such a delight seeing these pieces bring joy to nurseries and bedrooms.

We hosted our first-ever trade and press event in London this year, bringing lots and lots of our lovely trade customers together under one roof. It was a joy to chat about our collections, share ideas, and dream up exciting things for the future.

This year, we received over 1,500 five-star service reviews. Knowing you love what we do and how we do it keeps us going, so thank you, thank you, thank you.

Alice’s been crunching the numbers, and we’re thrilled to share that we donated over £12,000 to charity this year. Whether it’s supporting local causes or larger initiatives, giving back has always been at the heart of what we do.

What a year, eh? From big launches to little wins, we’re so proud of what we’ve achieved and we couldn’t have done it without you, our wonderful customers. Here’s to an even brighter, bolder, and (making things) better 2025.