2023 ended up on a high note for Bedroom Affairs, with the company behind it – Rinco Bonington – receiving the SME 500 Award for the second year running.
The award recognises small and medium-sized enterprises in Singapore for business excellence and the ability to adapt and transform.
One way Bedroom Affairs has done this: meeting the growing demand for online shopping by revamping its website twice in four years.
The company now plans to make the experience even more interactive. “We love receiving feedback from our customers about the designs and colours they’d like to see,” says managing director Irene Loh. “At our BA outlets, we conduct surveys to gather suggestions for new patterns or prints.”
Unlike most other bed linen stores, Bedroom Affairs has its own manufacturing unit so it can turn feedback into reality. For instance, when customers expressed interest in minimalist prints such as simple geometric patterns in 100% Tencel fabric, BA developed and brought them into its stores.
This year, it will seek out customers’ voices online. A campaign to gather feedback for a June/July product launch is in the works, with rewards for contributors being planned.
What will not change, though, is the company’s commitment to its core strengths: product range, total quality control and use of 100% natural fibres. Irene believes that these three things also make Bedroom Affairs stand out online.
Visitors to the website will find a wide selection of patterns waiting for them.
Other bed linen stores tend to focus on plain-colour sheets – the safer, evergreen option – but “we have not only plain sheets but also prints to cater to different tastes,” says Irene. “And we bring in new prints every three to four months.”
The range of choices – floral, geometric, cute animals and classic shades – is simply dazzling. But they all reflect Bedroom Affairs’ stringent quality standards, made possible because it owns a manufacturing unit. The company directs every step of the process, from sourcing fibres to weaving and to cutting, machining and finishing.
With control over the entire production line, the company can make sure that cheaper cotton or synthetic fibres are not blended in.
“If we say something is 100% natural cotton,” says Irene, “it’s 100% natural cotton.”