Couple sitting on mattress and talking to each other

Bedfolk - Luxury Bedding, Simplified

Facebook and Google Ads are no longer enough to ensure long-term eCommerce success. Forward’s not-for-profit startup studio works with companies to find predictable long term growth. Hear how we worked with BedFolk to find and fund new growth channels and optimise their strategy.

Bedfolk was one of our first customers at Forward Advances and they have helped us validate the unique value of combining revenue-based finance with expert support.

We have been fortunate to see Nick and Jo continue to grow their business by leveraging the capital and expertise at Forward Advances.

Who is Bedfolk

Founded by husband-and-wife team, Nick and Jo James, Bedfolk was established to simplify the bedding purchasing experience. By offering the best bedding essentials on the market, at a price that doesn't break the bank. Bedfolk has focussed on building a world-class product and brand that puts the quality back into bedding. 


The Forward Advances studio team was engaged by Bedfolk to provide advice and practical support on preparing the business for a period of high growth.


Bedfolk had raised equity investment previously and subsequently taken an advance from Forward Advances but they needed the correct team and technical structure to scale without sacrificing their strong customer economics.

We were able to:

Help create a detailed, ground-up forecasting process, that allowed for the team to clearly see the drivers of customer acquisition and retention. Progress against the forecast was tracked by a new KPI dashboard

Conduct an agency audit and replace underperforming agencies with highly recommended partners

Help launch two new channels without affecting the overall cost-per-acquisition

Take the team through a structured growth course each week, that covered the fundamentals of marketing, product and customer development, whilst educating the team technically on a channel-by-channel basi

Provide feedback and support on both online and offline creative, including leading a digital advertising design workshop


During the period of working with Forward Advances, there was a 33% increase in monthly Gross Sales, and the business made over 2x year-on-year sales.

Bedfolk launched two new channels, which supported a 43% increase in new customer whilst the cost per acquisition stayed under target

“Hands on support from industry leading experts in areas including growth [has been] a game changer.” - Nick


Since working with Bedfolk they have gone from strength-to-strength building a fantastic DTC brand and helping to delight thousands of customers.

This has led them to partner with our friends at True Capital, one of the leading retail VCs in the UK. True believes so much in Nick and Jo’s mission that they have £1m

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