Home textiles cover the soft layer of a home: bedding, curtains, rugs, custom fabric and decor. The brands here include Spoonflower, Madame Coco, English Home, Hemtex, Cyrillus and Jordan River Designs. They range from a print-on-demand fabric marketplace to department-style retailers and handmade craft collections. Their ads sell a feeling of comfort and style, often tied to seasons and moves. Studying them shows how brands make soft goods look tangible online and how different markets frame home style.
Burel Mountain Originals is a Portuguese sustainable design brand founded in Manteigas, Serra da Estrela in 2010 by João Paulo Araújo, with operations at the historic Burel Factory in the Zêzere valley. The brand revived the traditional burel fabric — a coarse pressed wool historically used by Serra da Estrela shepherds — through design-led reinvention of the material into rugs, accessories, apparel, and home goods. The Burel Factory has become a design tourism destination, attracting visitors from across Portugal and internationally. Also searched as Burel.
Cyrillus is a French family fashion and home lifestyle brand founded in 1983 by Cyrille Volle. Originally a catalogue business targeting the French upper-middle class, the brand successfully transitioned to a fully omnichannel DTC operation offering childrenswear, womenswear, and home accessories. Cyrillus is part of the Kindy Group.
Ellos is a Swedish fashion and home brand founded in 1947 in Borås. Originally a catalogue brand, Ellos has pivoted to a DTC-first e-commerce model offering womenswear with strong plus-size and size-inclusive positioning, alongside home furnishings and textiles with a Scandinavian lifestyle aesthetic.
English Home is an Istanbul-founded home textiles brand with 600+ stores across 25+ countries, known for elegant European-inspired bedding, bath, and kitchen collections at accessible prices, sold both DTC and through retail. Also searched as English.
Hemtex is Sweden's leading specialist home textile retailer, founded in 1973 and headquartered in Borås — Sweden's textile industry capital. With around 100 stores across Sweden and Finland and a growing online channel, Hemtex sells bedding, towels, curtains, cushions, and kitchen textiles under its own brand alongside curated third-party lines. The brand occupies a quality-focused mid-market position, competing on material knowledge and specialist range depth rather than fashion-forward design. Its advertising reflects a home-comfort narrative built around seasonal home refresh moments and the Swedish concept of creating a cosy, functional domestic environment.
The commercial arm of the Jordan River Foundation (established 1995 by HM Queen Noor), Jordan River Designs operates a showroom in Amman and DTC online store selling handmade Jordanian artisan goods including embroidery, textiles and home décor. The brand has collaborated with IKEA on several globally distributed collections produced by over 110 women artisans. Also searched as Jordan.
Madame Coco was founded in Istanbul in 2011 by İlhan Tanacı, inspired by the Grasse region of France, and has grown to 400+ stores in 20 countries, offering home textiles, decoration, kitchen, and personal care products with a Parisian lifestyle aesthetic. Also searched as Madame.
Ratia is a Helsinki-based design and lifestyle brand founded by Ristomatti Ratia, carrying forward the design legacy of his mother Armi Ratia who founded Marimekko. The brand creates bold printed textiles, homeware, and fashion items that blend Finnish design heritage with contemporary DTC retail.
Roller Rabbit is a New York-based lifestyle brand offering colorful printed apparel, sleepwear, and home goods for women, men, and children. The brand emphasizes hand-block-print-inspired patterns across its clothing and homeware lines. It sells direct-to-consumer online and through its own retail stores, advertising on Meta placements.
Spoonflower is a Durham, NC-based print-on-demand marketplace founded in 2008, hosting over 1 million independent designer patterns across custom fabric by the yard, wallpaper, and home decor. The platform serves sewers, quilters, and interior designers with no-minimum orders and water-based inks.
Home textile ads sell a room, not a product. Styled lifestyle imagery of a made bed, dressed windows or a cozy living space communicates texture and mood that a packshot cannot. Madame Coco and English Home emphasize style and approachable pricing for households that want a refreshed look, while Hemtex and Cyrillus connect to family routines and seasonal updates. Spoonflower is different: it sells creativity, with customers designing or choosing prints for fabric and wallpaper. Jordan River Designs adds an ethical and handmade story. Common formats include seasonal collection reveals, room makeover videos, close-ups of fabric and pattern, and customer photos. Offers center on seasonal sales, bundles and free shipping thresholds. Since buyers cannot touch the fabric, descriptions of feel, weight and care often appear in copy and overlays.
Look for how brands compensate for the lack of touch. Close-ups, texture shots, and wash or care demonstrations are common answers. Note which ones appear most. Compare the audience story. Affordable style, heritage craft, creative customization and family comfort are different positions, and each suggests different visuals and words. Track seasonality. Textile campaigns tend to cluster around new seasons, moving periods, and holiday hosting. Reviewing ads across months shows when each brand pushes hardest. Finally, examine regional cues. Turkish, Swedish, French, American and Jordanian brands in this set show how home style differs by market. If you plan to localize, these differences are a useful guide to colors, room settings and tone. Save the strongest long-running examples for your own creative reference.
The group includes Spoonflower, Madame Coco, English Home, Hemtex, Cyrillus and Jordan River Designs, covering custom fabric, decor retail, family lifestyle and handmade crafts. Look at how long each ad has been live, since longevity is a useful signal that a hook or offer holds up.
They use styled room imagery, close-ups of fabric and seasonal collection launches. Offers often include bundles, sales events and shipping incentives. Compare the first line of copy, the opening visual and the call to action across brands to see where their approaches split.
Spoonflower sells customization and creativity through custom-printed fabric and wallpaper, while retailers like English Home and Hemtex focus on ready-made style and price. Save the strongest examples to a swipe file so you can review hooks, formats and offers side by side before briefing creative.
Search each brand in AdLibrary, review active ads and group them by season, room setting and offer to see how competitors position soft goods. Check the landing page behind each ad too, because the promise in the creative should match what the page delivers.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
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