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Our Product Journey

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THE INSIDER’S GUIDE TO QUALITY, COMFORT, LUXURY, AND TRANSPARENCY.

10 Grove Product Journey | Luxury Italian Bedding, Crafted in the USA
10 Grove | Sweeter Dreams – Not Just Tonight, but Every Night

OUR CREDO

We believe that shopping for your home should be about you—about what you enjoy and how you live. To fulfill this mission, we are guided by our core principles:

  • • Provide undeniable quality at an accessible price
  • • Maintain honest production standards
  • • Employ thoughtful design principals
  • • Exercise meaningful transparency in everything we do

PERCALE VS. SATEEN

You’ve probably heard a lot about percale and sateen, and that swirl of information can be confusing (even misleading.) Our fabrics are top notch, so one isn’t better than the other. It’s all about what’s going to bring you the most joy and happiness in bed.

PERCALE

When you slip into bed at night, do you stretch out and dream of the sun and the sea? A cool breeze washing over you and resetting your brain as you sleep? Good percale is soft but a bit more matte, providing a refreshing feeling that suggests open spaces.

10 Grove | Egyptian Cotton, Italian Percale – Matte Finish with a Cool Touch

SATEEN

More of a curler-upper who imagines fairy tale woods and a snuggly cabin? Sateen is soft and luminous, with a subtly draped feeling providing a nourishing environment for nocturnal nesters. The extra smooth finish provides an embracing feeling for more tranquil dreaming.

10 Grove | Egyptian Cotton, Italian Sateen – Sumptuously Soft with a Subtle Sheen Finish

Sateen and percale are made from the same cotton, just woven in different ways. It’s a fact that always surprises people!

Welcoming.Attainable. Personal. True.

WELCOME TO 10 GROVE

10 Grove is not just another bedding company. We are the only true, direct-to-consumer brand of luxury linens. You may be thinking, what does this actually mean?

We believe in making better products in a more efficient way, by controlling every step of the process in house. Each piece at 10 Grove is sewn by the skilled artisans at our own U.S. factory, using only the finest Italian fabrics. That means we’re bringing you over 250 years of luxury craftsmanship directly to your bedroom door.

We’re here to set a higher standard for your home by proving that comfort, design, craftsmanship and price are not mutually exclusive.

KEY DIFFERENTIATORS

We are the first genuine direct-to-consumer bedding company. We’re serious–and seriously dedicated to bringing you the highest quality bedding at the most honest price. The term direct-to-consumer has become diluted, used to describe any e-tail business without a brick and mortar store. But even in companies that make or distribute their own products, there are hidden middle-men and third-party suppliers that mark up every step of the process along the way.

What does it all mean? Quality is at the top of our list—morning, noon, and night. We invest more in our products than other "affordable" luxury linen brands, so you pay about the same—but get so much more.

True vertical integration. Our supply chain doesn’t have any broken links or detours. It’s streamlined and straightforward—exactly what you’d expect ‘direct-to-consumer’ to mean! This illustration let’s you see at a glance how we’re different.

THE ALUMNI

Manufacturers using the traditional supply chain 7 1/2 - 9X markup

Fabric Mill +
Finishing House
In-house or Third
Party Manufacturing
Sales
Representative
Retail Store
Customer

THE NEWCOMER

The "Direct-to-consumer" brands relying on Sourcing Agents* and 3rd Party Manufacturing 3.5X - 5X markup

Fabric Mill
Fabric
Finishing House
Third Party
Party Manufacturing
Sourcing
Agent
E-Commerce
Website
Customer

10 GROVE

In-house manufacturing, with complete supply chain control selling direct-to-you! 2.5X - 3X markup

Fabric Mill +
Finishing House
In-house
Manufacturing
E-Commerce
Website
Customer

$

TYPICAL
MARKUP

THE ALUMNI ~ 9X

THE NEWCOMERS ~ 5X

10 GROVE ~ 3X

*At 10 Grove, our product cost is simply the sum of raw materials plus true labor. With competitors, there are intermediaries, which markup at every stage of the process, resulting in a cumulative greater cost from an originally lesser product, so you’re effectively paying for inefficiencies in their supply chains!

Our cotton–and not just the words describing it–is actually top quality! People use terms like “extra long staple” and “100% Egyptian cotton” to mean highest quality, similar to the way Kleenex has come to represent all facial tissues. The truth is, Egyptian cotton can vary tremendously. You can actually grow Egyptian cotton in other places, from Egypt to Romania, from Pakistan to China! (It’s a type of plant—Gossypium barbadense—as well as a country where it can be grown. Who knew?) Unfortunately, it’s a term that has come to be falsely used to market less than stellar cotton varieties. We source the highest quality cotton available. Period. You have to feel it to truly appreciate just how amazing it is.

10 Grove | Luxury Italian Bedding, Crafted in the USA

Most companies source their yarn from a third party spinner. Not us. We eliminate steps like this because a) it’s an added cost that would have to be passed on to customers, and (b) when you go through someone else, you can’t be sure of consistency and quality. We can. The same company that weaves the fabric controls the buying of cotton and the spinning of the yarn. This is the foundation of our quality. The whole process is done in house by our factory in Italy, assuring you great bedding you can always count (sheep) on.

We source directly from the most reputable weavers in Italy. The same mill buys the yarn, weaves the fabric, and finishes it in house. Even many “luxury Italian” bedding companies–yes, even those that charge you $1,500 or more for your bedding–can’t make this claim. (Some of them don’t even produce their fabric in Italy!) We’re the real deal, and do nearly everything under one roof. (See below).

10 Grove | Luxury Italian Bedding, Crafted in the USA

All our sewing is done in our own U.S. factory. We get the finished percale and sateen fabrics from our factory in Italy and do the rest in Texas. Cutting, sewing, hemming, embroidering, detailing by our skilled artisans, in house. Again, no third party. No middle men. All under one roof. We carefully control the quality and can incorporate luxury design features at a much lower price.

We have 30 years of experience in luxury bed and bath linens. And over 250 years of combined experience making luxury bedding in our factory. That gives us not only a thorough understanding of the industry (and how it needs to be improved) but also deep insight into US home textile market taste and trends.

MAKE YOUR PERFECT BED

Details in bedding aren’t so different from details in your clothes, are they? The right ones can make–or break–your whole outfit. We’ll help you shop for a look for your bed that always works.

10 Grove Comfort | Make Your Perfect Bed