There’s a new bedding brand in town from the most unexpected place: Walmart.
Launched today, Allswell is the company’s first all-women led home brand (and also the first digital-only brand), focusing on providing consumers with all the essentials they need to get a good night’s sleep—think pretty pillows, uber soft mattresses, cozy duvets, and cooling sheets. Consider it a cross between bed-in-a-box brands like Casper and chic (but affordable) big box lines like Target’s Project 62.
“Women aspire to have a beautiful, well-designed home, and not just a comfortable mattress,” said founder Arlyn Davich, a successful entrepreneur with over a decade of CEO experience, in a statement. “Now, women don’t have to choose form or function, and they can have it all in a few clicks.”
Created in order to provide interior designer quality without the interior designer price, the debut collection (exclusively sold on allswellhome.com) includes two luxe mattresses—The Softer One and The Firmer One, so you can pick and choose your softness level—and four limited-edition bedding sets or “bedscapes” curated by top tastemakers in the business. Those personalities include Genevieve Gorder of Dear Genevieve on HGTV, Rachel Parcell of the stylish fashion blog Pink Peonies, Jeremiah Brent of Nate & Jeremiah by Design on TLC, and Athena Calderone of chic lifestyle blog EyeSwoon (and longtime friend of Domino).
“Your bed is where you start and end every day—I believe everyone deserves a soft place to land. Allswell makes curating your bed easy, affordable, and personal,” Brent tells Domino. “Inside these four walls, we control the environment and the conversation. It’s a place to rest and recharge.”
Each bedscape therefore has an entirely different aesthetic, fitting each tastemaker’s personal style—but each one is just as chic as the next. While Brent focuses on the sophisticated and clean “New American” look, Calderone goes more urban with “Tonal Textures.” Gorder’s “Globally Inspired” leans more maximalist with lots of color, and Parcell hits those romantic vibes with her “Modern Glam” style. While each bedscape contains everything from pillows to throws, you can also mix and match to create your own unique style, which honestly might be even more fun.
Even more inspiring? The company has actually renamed its king-sized mattress to take on the more appropriate (in our opinion) title of supreme queen, in order to celebrate all women… just in time for Women’s History Month.
Prices will range from $60 for a chic herringbone throw to $350 for a classic linen duvet in terms of accessories, while mattresses will range from $495 for a twin to $1,035 for a supreme queen—not incredibly cheap, but won’t break the bank, either.
Allswell aims to compete with other digital-first brands like Casper and Leesa by offering a super easy return policy and a 100-night trial, as well as the option to haul away your old mattress for you. And it’s clear by the stylish bedding options that Walmart is also gunning to give Target a run for its money in the cheap-but-chic home decor game.
Check out the new brand (and all its swoon-worthy designs) here.
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