Singapore DTC bedding brand founded 2018 by Alex Fan and Clara Teo, offering temperature-regulating pillows and premium cotton sheets online.
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See all ads on AdLibrary →Sunday Bedding is a Singapore-founded DTC home textiles brand launched in November 2018 by married couple Alex Fan and Clara Teo. The brand sells premium cotton bed sheets, pillows, and sleep accessories directly to consumers online, targeting quality-conscious Singaporeans who want hotel-grade bedding without the retail markup. It crossed S$1M in revenue by 2021. Also searched as Sunday.
Sunday Bedding runs Meta-focused performance ads that lean heavily into lifestyle photography — crisp white sheets, sunlit bedrooms, and aspirational slow-morning imagery. Their creatives target newlyweds, HDB upgraders, and sleep-quality seekers with benefit-led copy emphasising softness and temperature regulation. Browse their active creatives at AdLibrary.
The brand runs Facebook and Instagram ads as its primary paid channel, using carousel formats to showcase product texture and colour range. Instagram Stories and Reels feature short unboxing and 'first wash' content that drives impulse DTC purchases. Retargeting campaigns focus on cart abandoners with limited-time bundle offers.
Key copy themes: 'sleep better', 'hotel feel at home', thread count transparency, and easy-care washing. The brand uses social proof from interior design community Qanvast and press features to build trust. Gifting angles are activated around National Day, Christmas, and Chinese New Year.
Sunday Bedding demonstrates how a two-person founding team can build a seven-figure DTC brand in a competitive category by owning a clear niche (affordable premium), maintaining consistent aesthetic, and leveraging press and community partnerships. Their story-led brand narrative (couple returning from the US, spotting a gap) is a repeatable DTC playbook for SEA markets.
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