If you're obsessed with turning your bedroom into a cozy sanctuary, you've probably come across Secret Linen Store. They've cornered the market on high-quality, sustainable bedding that feels both luxurious and effortlessly lived-in, specializing in gorgeous linens and cottons with a timeless, minimalist vibe.
Their bedding is that perfect investment piece - beautiful, comfortable, and built to last. For anyone who loves Secret Linen Store's dedication to natural materials and understated style, there are plenty of other amazing brands to explore. Here are 18 similar brands that will help you create the bedroom of your dreams.
1. The White Company
The White Company is a masterclass in understated elegance, offering luxurious bedding primarily in a classic, neutral palette. Their collections are crafted from high-quality cotton, linen, and silk, with a focus on timeless comfort and soft, smooth textures. Prices generally range from £80 to £250 for duvet covers, putting them in a similar premium-but-accessible category as Secret Linen Store.
While both brands share a love for premium neutral bedding, The White Company often leans into more traditional, heritage-inspired designs. If you want a flawlessly sophisticated and refined look that will never go out of style, this is your go-to.
Shop now at thewhitecompany.com
2. Cultiver
Cultiver has built a cult following for its premium European flax linen bedding that gets softer with every wash. Their aesthetic is all about effortless chic, with a stunning range of earthy, muted tones that create a relaxed, lived-in feel. Bedding sets hover in the $150 to $350 range, reflecting their commitment to quality sourcing and craftsmanship.
Like Secret Linen Store, Cultiver is dedicated to the beauty of natural linen. However, Cultiver's style feels a bit more rustic and coastal, perfect for anyone aiming for that dreamy, sun-faded look in their bedroom.
Shop now at cultiver.com
3. H&M Home
For trend-driven bedding on a budget, H&M Home is tough to beat. They offer a huge variety of styles in materials like cotton, soft jersey, and linen blends, with most duvet sets priced between an affordable £20 and £70. You'll find everything from minimalist neutrals to bold, seasonal patterns that let you update your space without a major investment.
While Secret Linen Store focuses on timeless luxury, H&M Home delivers on fashion-forward looks and accessibility. It's the perfect place to experiment with a new trend or find stylish basics that won't break the bank.
Shop now at hm.com
4. Linoto
Handcrafted in the USA from high-quality European flax, Linoto's linen bedding is for true purists. Their designs are simple, minimalist, and built to last for decades, with a focus on natural texture. Prices for their artisanal sets range from around $250 to $450, reflecting the superb quality and stateside craftsmanship.
Linoto shares Secret Linen Store's passion for pure linen, but with a more handcrafted, small-batch approach. If you appreciate the art of well-made textiles and want something truly special, their linen sheets are a worthwhile investment.
Shop now at linoto.com
5. Parachute
Parachute is a direct-to-consumer favorite known for bringing hotel-quality luxury home. They offer premium bedding in fabrics like percale, sateen, and of course, linen, all with a modern, minimalist aesthetic. Prices range from $150 to $300 for their core fabrics, which are designed for ultimate comfort and durability.
Praised for impeccable quality and a sophisticated coastal vibe, Parachute is very similar to Secret Linen Store in its commitment to premium materials and understated style. Parachute, however, leans into a more contemporary, California-cool feel that's become instantly recognizable.
Shop now at parachutehome.com
6. Havsta
Havsta is a brand dedicated to pure, eco-friendly European linen bedding. Their collections feature a relaxed, rustic aesthetic with a palette of soft, natural tones and simple, elegant designs. With bedding sets starting around €130, they offer an accessible entry into the world of high-quality linen.
What makes Havsta stand out is its deep commitment to sustainability and eco-conscious production. Like Secret Linen Store, they focus on showcasing the natural beauty of linen, but with an even stronger emphasis on organic, earth-friendly style.
Shop now at havsta.com
7. Frette
For the ultimate in bedding opulence, Frette is the gold standard. This historic Italian brand crafts exquisite bedding from the world's finest Egyptian cotton and silk, known for its incredible softness and intricate designs. With prices often starting over $400, Frette is a true heirloom investment in luxury.
While it exists in a different price universe, Frette shares Secret Linen Store's commitment to exceptional quality. Think of Frette as the formal, black-tie version of bedding - perfect for those who want classic, five-star hotel elegance in their own home.
Shop now at frette.com
8. Linumesa
Linumesa champions the relaxed elegance of pure European linen, offering bedding with an effortless, coastal feel. Their products, priced from €180 to €400, are known for their breathability and laid-back luxury. The color palette focuses on soft, neutral shades that create a calm and inviting bedroom atmosphere.
Their focus on eco-friendly production methods aligns them closely with Secret Linen Store. The difference is in the vibe - Linumesa leans more distinctly into a casual, beach house aesthetic that feels perfect for lazy Sunday mornings.
Shop now at linumesa.com
9. Boll & Branch
Boll & Branch is a leader in ethical and sustainable bedding, focusing exclusively on 100% organic, Fair Trade certified cotton. Their aesthetic is clean, inviting, and modern, with incredibly soft bedding that you can feel good about buying. Prices for their sheet sets range from about $150 to $300.
What sets them apart is their radical transparency and commitment to ethical manufacturing from farm to fabric. While Secret Linen Store works with linen, Boll & Branch is the go-to for those who are passionate about the softness and purity of organic cotton.
Shop now at bollandbranch.com
10. Sferra
Another icon of Italian luxury, Sferra is known for its artisanal craftsmanship and use of fine Egyptian cotton. Their bedding is elegant and sophisticated, often featuring subtle jacquards, delicate embroidery, and rich, solid colors. Expect prices to start around $250 for their high-quality sheets.
Sferra and Secret Linen Store both operate in the premium space, but they serve different styles. Sferra caters to a more traditional, classic aesthetic defined by refined details and a polished finish, making it a favorite for lovers of timeless design.
Shop now at sferra.com
11. H&M Conscious
Part of H&M Home, the "Conscious" collection specifically highlights bedding made from more sustainable materials like organic cotton and recycled fabrics. It offers the same trendy, modern styles and affordable price point (starting around £20) but with an added focus on eco-friendly choices.
This is H&M's answer to brands like Secret Linen Store, making sustainable bedding accessible to everyone. It allows you to shop for stylish, budget-friendly options while keeping the planet in mind.
Shop now at hm.com
12. Coyuchi
Coyuchi is deeply rooted in organic and sustainable living, offering beautifully crafted bedding made from natural fibers like linen, cotton, and wool. Their aesthetic is earthy, calming, and a bit rustic, inspired by the coastal landscapes of Northern California. Prices range from about $200 to $500 for their premium organic sets.
Coyuchi's commitment to organic textiles and fair trade practices is their defining feature. They are similar to Secret Linen Store in their eco-conscious mission but offer a distinctly more organic, nature-inspired collection perfect for a serene retreat.
Shop now at coyuchi.com
13. Lands' End
Known for its classic American style and durability, Lands' End offers a broad range of dependable bedding. You'll find everything from soft cotton and cozy flannel to linen blends, all at an accessible price point between $30 and $150. Their focus is on practical, long-lasting comfort for the whole family.
Lands' End prioritizes value and everyday usability over the high-end specialty fabrics of Secret Linen Store. It is a fantastic option for outfitting kids' rooms or guest rooms with reliable, no-fuss bedding that will stand the test of time.
Shop now at landsend.com
14. Makelike
Makelike offers artisanal linen bedding that celebrates natural texture and handcrafted quality. Their collections have a minimalist charm with a rustic touch, often featuring undyed fabrics that showcase the linen's pure beauty. This boutique approach is reflected in their pricing, with sets costing between $250 and $400.
Like Secret Linen Store, they are masters of linen. However, Makelike feels more like a small-scale artisan studio, creating unique, beautifully imperfect pieces for those who value craftsmanship and organic aesthetics.
Shop now at makelike.com
15. Restoration Hardware (RH)
RH provides an ultra-luxurious, design-driven approach to bedding, using premium materials like pristine Italian percale, heavyweight Belgian linen, and lustrous silk. Their style is grand, sophisticated, and designed to create a statement. This level of quality comes at a higher price, with bedding sets often exceeding $400.
RH is where you go when you want to create a truly resort-worthy bedroom. While sharing a commitment to quality materials with Secret Linen Store, RH's aesthetic is far more opulent, curated, and statement-making.
Shop now at rh.com
16. Ettitude
Ettitude sets itself apart by using an innovative, eco-friendly fabric: 100% bamboo lyocell, which they call CleanBamboo™. The result is bedding that feels silky-soft, is naturally breathable, and hypoallergenic. Their modern, minimalist styles are available in a range of on-trend colors, with prices from $150 to $300.
Their focus on sustainability and comfort aligns with Secret Linen Store's mission, but their unique bamboo fabric offers a different feel entirely - often described as a vegan alternative to silk. If you love soft, drapey fabrics and are committed to eco-conscious shopping, Ettitude is a must-try.
Shop now at ettitude.com
17. Hastens
Famous for their iconic blue-check pattern and handcrafted mattresses, the Swedish brand Hastens also offers ultra-luxury bedding. Crafted from the finest natural materials like cotton and linen, their bedding is designed to complement their legendary beds. Unsurprisingly, this tier of craftsmanship commands prices in the thousands, making it a supreme luxury.
While in a completely different financial bracket, Hastens embodies a shared philosophy with Secret Linen Store: an unwavering dedication to natural materials and superior quality. It's the ultimate aspiration for those who believe sleep is a true art form.
Shop now at hastens.com
At Interior Insider, we're dedicated to curating the best in home decor, interior design, and home essentials to help you discover brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, design, and craftsmanship. When you make a purchase through our links, Interior Insider may earn a commission - which helps support our small team and allows us to continue bringing you inspiration and expert advice for creating your perfect space.
Looking for more inspiration? Explore our curated design guides to find your next favorite piece.
