If you have an appreciation for clean lines, natural fabrics, and that perfectly undone, minimalist look in the bedroom, you’ve probably come across Primary Goods. They’ve perfected the art of creating high-quality linen and cotton bedding that feels luxurious without being fussy and looks effortlessly chic.
For those of us who love that pared-down, comfort-first approach, the good news is there are plenty of other amazing brands that share a similar vision. Here are 25 brands like Primary Goods that will help you create the serene, minimalist bedroom of your dreams.
1. Parachute
Parachute is an icon in the minimalist-luxe bedding space, offering premium essentials made from high-quality linen, percale, and sateen cotton. Their aesthetic is calming and modern, embodying a laid-back California vibe that’s perfect for creating a relaxing sanctuary. They’re celebrated for their soft, durable fabrics and commitment to eco-friendly sourcing without harmful chemicals.
While Parachute shares Primary Goods' focus on essential, well-crafted bedding, they also have a broader home range that includes bath, loungewear, and decor. If you love the effortless feel of Primary Goods but want to apply it to your entire home, Parachute is a fantastic one-stop shop.
Shop now at parachutehome.com
2. Brooklinen
Brooklinen has built a massive following by making “internet-famous sheets” that live up to the hype. Specializing in luxury bedding, they’re known for their crisp cotton, smooth sateen, and laid-back linen options. Their style is classic and minimalist, focusing squarely on comfort and quality with a vast array of neutral and subtly rich colors to choose from.
With a similar price bracket to Primary Goods, Brooklinen is a great alternative if you want more texture and fabric options. They're all about giving you high-end hotel quality for a direct-to-consumer price, making them a go-to for anyone looking to upgrade their sleep setup.
Shop now at brooklinen.com
3. Hawkins New York
For a minimalist aesthetic with a sophisticated, design-forward edge, Hawkins New York delivers. They produce refined bedding and home textiles from premium linen and cotton, focusing on subtle textures, rich neutral tones, and impeccable craftsmanship. Their vibe is sleek and modern, often with unique artisanal details that feel both timeless and contemporary.
Like Primary Goods, the emphasis is on high-quality natural materials and clean design. However, Hawkins New York often feels a bit more curated and high-concept, making it perfect for design enthusiasts who appreciate the finer details.
Shop now at hawkinsny.com
4. H&,M Home
Minimalist style doesn't have to come with a hefty price tag, and H&,M Home is proof. They offer incredibly affordable and stylish bedding collections made from staple materials like washed cotton and linen blends. With sets often available for under $50, their style is modern and versatile, allowing you to get a simple, on-trend look for less.
Compared to Primary Goods, H&,M Home is more trend-driven and budget-conscious, making it a great option for guest rooms, first apartments, or anyone who likes to refresh their decor frequently without breaking the bank.
Shop now at hm.com
5. The Citizenry
The Citizenry blends minimalist design with global soul, offering ethically handcrafted bedding from artisans around the world. Using natural materials like stonewashed French flax and organic Turkish cotton, their collections tell a story. Their aesthetic is warm, textural, and earthy, emphasizing sustainability and fair-trade practices.
While Primary Goods focuses on clean, simple designs, The Citizenry brings a layer of artisanal craftsmanship and rich-but-muted color to the minimalist bedroom. It's the perfect choice for the conscious consumer who wants their space to feel unique and thoughtfully curated.
Shop now at the-citizenry.com
6. Cultiver
Based in Australia, Cultiver specializes in premium European flax linen bedding that exudes a relaxed, lived-in vibe. Their products are designed to get softer and more comfortable with every wash, emphasizing breathable, durable fabric in a gorgeous palette of signature colors and classic stripes. It's the epitome of effortless, everyday luxury.
Cultiver shares Primary Goods' dedication to high-quality linen and understated elegance, but with a slightly softer, more romantic feel. If you want your bed to look like a fluffy, inviting cloud, Cultiver has it perfected. Prices range from $80 to $250 for key pieces.
Shop now at cultiver.com
7. MagicLinen
Handcrafted in Lithuania, a country with a deep history of linen production, MagicLinen is a haven for lovers of this natural fiber. They create beautiful, eco-friendly linen bedding and home goods in a wide array of soft, dreamy colors you won't find anywhere else. Their style is simple and organic, celebrating the natural texture of the fabric.
Similar to Primary Goods, MagicLinen prioritizes minimalist aesthetics and sustainable materials. The key difference lies in its deep commitment to artisanal European craftsmanship, which you can feel in the quality and see in the rich, earthy colorways.
Shop now at magiclinen.com
8. Linoto
Linoto offers luxurious, real linen sheets made in small batches in upstate New York. Their aesthetic is crisp, classic, and natural, focusing on the simple beauty and durability of 100% linen. One of their standout features is the ability to get your bedding custom-made, ensuring a perfect fit for any bed.
With a mid-range price point of around $100-$300, Linoto is a great alternative to Primary Goods for those who want handcrafted quality and customization options. They champion the same minimalist, natural-fiber ethos but with a distinct made-in-America craftsmanship.
Shop now at linoto.com
9. Rough Linen
Inspired by heirloom linens from her grandmother, founder Tricia Rose started Rough Linen to create beautiful, simple bedding that lasts a lifetime. Made from hefty European flax, their pieces have a satisfying weight and a slightly rustic, lived-in feel perfect for a cozy minimalist home. The vibe is classic, comfortable, and unapologetically simple.
If you're drawn to Primary Goods for its quality and simplicity but crave something a bit more substantial and old-world, Rough Linen is an excellent choice. Their investment pieces, priced from $180 to $350, are designed to become cherished heirlooms.
Shop now at roughlinen.com
10. Coyuchi
For over 30 years, Coyuchi has been a leader in organic and sustainable home textiles. They offer beautifully crafted bedding made from fibers like GOTS-certified organic cotton, linen, and jersey. The brand’s aesthetic is natural, serene, and deeply calming, aligning perfectly with minimalist values.
Coyuchi stands out with its unwavering commitment to organic and eco-conscious production from start to finish. If sustainability is your top priority and you love Primary Goods' clean aesthetic, Coyuchi offers peace of mind along with impeccable style and comfort.
Shop now at coyuchi.com
11. Frette
Stepping into the world of pure luxury, Frette has been crafting the finest Italian linens since 1860. Their textiles can be found in the world’s most prestigious hotels and homes, known for their incredible craftsmanship and elegant, timeless designs. While minimalist, their style is opulent and refined, often featuring subtle jacquards and silky Egyptian cotton.
Frette shares Primary Goods' deep respect for quality materials but exists at a much higher, aspirational price point (often $300+). It’s the ultimate splurge for those who want hotel-level luxury with a classic, understated European sensibility.
Shop now at frette.com
12. Serena &, Lily
Serena &, Lily brings a fresh, breezy, coastal-inspired take on minimalist bedding. Their collections feature soft cottons and linens in neutral color palettes accented with serene blues and earthy tones. It's all about creating a relaxed, elegant look that feels both casual and put-together.
While sharing a focus on simple, high-quality materials, Serena &, Lily's aesthetic is distinctly more beachy and laid-back than Primary Goods' modern minimalism. It’s perfect for anyone wanting to create a light, airy, and calming bedroom retreat.
Shop now at serenaandlily.com
13. Heden
Heavily influenced by Scandinavian design, Heden is all about simplicity, comfort, and sustainability. Their linen and cotton bedding features clean lines, neutral colors, and a palpable sense of coziness (think hygge). With pricing around $100-$200, they are committed to using eco-friendly materials and ethical production methods.
Heden is an extremely close match to Primary Goods, sharing the same core values of Scandinavian-inspired minimalism and natural, high-quality fabrics. They are an excellent direct alternative for anyone who loves that clean, modern, and conscious aesthetic.
Shop now at heden.co
14. Sijo
Sijo is a modern wellness brand that creates bedding designed for better sleep, using materials like French Linen, Eucalyptus Lyocell, and Temp-regulating CLIMA fabrics. Their aesthetic is sleek, minimalist, and designed to look as good as it feels. The color palette is understated and sophisticated, perfect for a modern bedroom.
While Sijo's visual language aligns with Primary Goods' minimalism, its key differentiator is a focus on material innovation for sleep optimization. If you're a minimalist who also happens to be a hot sleeper or just curious about techy textiles, Sijo is your perfect match.
Shop now at sijo.co
15. Ettitude
Ettitude specializes in bedding made from their signature CleanBamboo™ fabric, which is buttery-soft, breathable, and sustainably made. The look is clean, modern, and feels incredibly silky against the skin. Their innovative fabric is also hypoallergenic and moisture-wicking, making it great for sensitive skin.
If you love the simple, eco-conscious philosophy of Primary Goods but prefer a sateen-like softness over the texture of linen or classic cotton, Ettitude is a phenomenal choice. Priced accessibly, their bundles start around $70.
Shop now at ettitude.com
16. Hush
Based in Canada, Hush offers everything you need for a restful sleep, including weighted blankets, pillows, and simple, minimalist bedding. Their bedding collections feature soft organic cotton and linen in a palette of clean, neutral colors. The style is modern, approachable, and functional, with an emphasis on creating a calm environment.
Hush compares well with Primary Goods in its commitment to simple, high-quality bedding at an accessible price point ($50-$150). It's a great option for building a complete minimalist sleep setup from the mattress up.
Shop now at hushhome.co
17. Earthly
Earthly is dedicated to creating earth-friendly home goods, including organic linen and cotton bedding. Their aesthetic is understated, natural, and calming, often incorporating warm, earthy tones and subtle textures. They prioritize sustainable practices and fair-trade principles throughout their supply chain, ensuring their products are gentle on both you and the planet.
Like Primary Goods, Earthly focuses on minimalist designs and natural fibers. They lean even more heavily into the "earthy" side of the aesthetic, making them a wonderful choice for those who love organic textures and a warm, inviting color palette.
Shop now at earthly.co
18. Morrow Soft Goods
Morrow Soft Goods creates heirloom-quality bedding with a timeless, elevated aesthetic. Crafted from materials like matte percale, linen, and brushed flannel, their collections are designed for layering textures and colors. The style is clean, modern, and thoughtfully detailed without ever feeling overdone.
Priced similarly to other premium brands ($150-$300), Morrow stands out with its rich, sophisticated color palette and flawless craftsmanship. It’s like a slightly more mature, elevated version of the minimalist dream, perfect for design lovers who want a timeless, chic look.
Shop now at morrow.co
19. Linen House
An Australian favorite, Linen House offers a wide range of bedding that includes plenty of simple, minimalist styles. Their collections often feature washed cotton and linen blends in versatile, neutral palettes as well as subtle patterns for a touch of personality. The brand focuses on creating fashionable designs that are also very affordable.
Linen House is another excellent budget-friendly alternative to Primary Goods, with sheet sets often under $100. While some products are more decorative, their core collections deliver that simple, lived-in aesthetic at a fantastic price point.
Shop now at linenhouse.com.au
20. Sferra
Sferra is another heritage brand known for its exquisite Italian linens and uncompromising quality. Offering everything from crisp percale to silky sateen, their style is refined, sophisticated, and eternally classic. They are masters of the simple, elegant white hotel bed, but also offer beautiful colors and subtle woven details.
Similar to Frette, Sferra occupies the true luxury end of the market. It shares Primary Goods’ commitment to beautiful, natural materials but elevates it with generations of Italian artisanship and a significantly higher price tag.
Shop now at sferra.com
21. Boll &, Branch
Boll &, Branch is known for luxurious, buttery-soft bedding made exclusively from 100% organic cotton. Their traceability is unmatched - they know where their cotton is grown and who is making their products, ensuring ethical and sustainable practices from farm to finish. Their aesthetic is simple, cozy, and natural.
With a price range of $80-$250, Boll &, Branch is a direct competitor for those who love Primary Goods' focus on sustainability. If you prioritize organic certifications and fair trade practices above all else, Boll &, Branch is one of the best in the business.
Shop now at bollandbranch.com
22. Schoolhouse
Schoolhouse is a haven for timeless, heirloom-quality goods with a classic American aesthetic. Their bedding collection, featuring high-quality linen and percale cotton, reflects this philosophy with clean lines and enduring style. The look is utilitarian yet polished, designed to harmonize easily with both modern and traditional decor.
Where Primary Goods leans into a softer, Scandinavian-inspired look, Schoolhouse has a slightly more structured, heritage feel. It's an excellent choice for those who appreciate impeccable craftsmanship and a classic design that will look great for decades.
Shop now at schoolhouse.com
23. Matouk
Matouk is synonymous with luxury linens, made in the USA with fabric from the finest mills in Italy. Their signature is exquisitely crafted bedding that feels crisp, refined, and impeccably elegant. While they offer intricate embroidered styles, their core collection of minimalist percale and sateen is pure heaven for purists.
Matouk represents a significant leap in price and luxury from Primary Goods. It's the go-to for someone wanting that five-star hotel experience at home, focused on superior thread counts and flawless, American-made craftsmanship.
Shop now at matouk.com
24. Casper
Though famous for revolutionizing mattresses, Casper also offers a well-designed line of minimalist bedding. They have options ranging from airy Hyperlite and Crisp Cotton to Linen and ultra-soft Sateen. Their aesthetic is modern, simple, and functional, with a clean color palette designed to complete their "sleep ecosystem."
Offering a similar direct-to-consumer model and mid-range price point, Casper is a strong alternative to Primary Goods. While Primary Goods is focused on natural lifestyle aesthetics, Casper positions itself as a sleep technology company, offering innovative materials R&,D for ultimate comfort.
Shop now at casper.com
25. Quince
Quince is built on a mission of "affordable luxury," offering high-quality home essentials and apparel directly from the factory to you. Their bedding collection includes European linen and organic cotton that looks and feels just like brands that charge two or three times as much. The entire vibe is simple, classic, and focused on incredible value.
If you want the minimalist linen or organic cotton look of Primary Goods for a fraction of the price, Quince is your best bet! It is the go-to brand for getting that premium, natural-fiber bedding experience on a strict budget without compromising quality.
Shop now at quince.com
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