Fou furnishings
“This was our second full year of trading so the sales are growing, particularly in the hospitality sector. To remain competitive, we have operated tactically in the consumer market, offering discounts during traditional ‘sale periods’ and wholesale prices to attract smaller enterprises internationally.”
Stephanie Fou tells us more…
Company profile
Fou furnishings launched in late 2008 selling high quality organic bed linens, online and mail order to the UK consumer market. Since then product range, geographic markets and sales channels have grown to encompass baby and children’s bedding, bath linens and eco gifts –  including own bath and body products. Today the business sells through retail and wholesale internationally to other eco retailers, designers and a growing number of hospitality establishments.

How has the last year been for your business?
This was our second full year of trading so the sales are growing, particularly in the hospitality sector. To remain competitive, we have operated tactically in the consumer market, offering discounts during traditional ‘sale periods’ and wholesale prices to attract smaller enterprises internationally. Our key focus for next year is the hospitality and spa markets.

What do you think are the key challenges of today’s organic market?
Organic cotton in the UK is currently a niche, premium product mostly sold by small to medium enterprises, although larger players exist internationally. Suppliers want to work with large, regular minimum orders and the challenge is to grow scale which requires selling more product to different markets and grow beyond the very niche.
We know that around 30% of consumers would consider purchasing products which have been ethically and sustainable sourced. Consumer understanding of the benefits of organic textiles is still very low with organic textiles. Products are perceived as harsh, itchy and unfashionable – the very antithesis of what our bedding aspires to be.
As in the mainstream consumer market, different products suit different segments of the market – right through from the budget to premium. For us it’s about getting the right product in front of the right consumers.

What needs to change in the organic industry to address these challenges?
The retail organic textile market and supply chain is very fragmented in what is essentially a very concentrated and sophisticated market.
Market growth could be stimulated through more consumer pull – rather than supplier push. We need to create products that consumers want to buy because they are well designed, durable, contemporary and ethical.
To bring about a greater understanding and awareness, the organic industry needs greater commercialism. To work with different sized players in the supply chain who understand the consumer market and its perception of organic. Although not for all,  commercialism will begin to help the organic textile market’s potential in reaching scale.

What does the future look like for your business?
I am planning for growth through international sales and selling to the hospitality market – sustainable sourcing is very popular with Hoteliers right now. As well as increasing understanding of this market, I will be working towards strong proactive selling, while investigating new markets such as the ‘eco build’.
To find out more about Fou furnishings visit www.foufurnishings.com

luxury organic nursery bedding

luxury organic towels and bathmats

Luxury organic bedding, Egyptian cotton

If you don’t have organic bedding, you could be doing just that

We spend eight hours a day in bed (if we’re lucky).  That’s one third of our lives, and it’s a place we feel safe, secure and peaceful.  Yet conventional cotton producers consume more than 25% of the world’s pesticides, and the resulting products can trigger allergies and eczema, and irritate delicate skin – especially in babies and children.

Fou Furnishings have created an exclusive range of affordable, luxurious organic bedding for babies, children and adults which bring style, superior quality and unsurpassed comfort into the home.

“Provenance is key” says Fou Furnishings’ founder, Stephanie McIntosh.  “We work closely with all our cotton farmers to ensure we buy only the best organic cotton and work with people producers certified to the Global Organic Textile Standard (GOTS), the most stringent standards for organic textiles.”

Fou Furnishings’ extensive range includes the remarkable Egyptian cotton range, Elisabetta, made from the finest organic cotton fibre and finishing available in the world.

Different bedrooms, budgets and tastes are also catered for in the range from the city-chic of Monochrome to the simply purity of Elsa and the playful pastels of Bamboo.

The Organic Essentials range is a no nonsense 100% organic cotton bed linen range with a very high 330 thread count for an exceptionally smooth and soft feel.  Prices start at £11.

“Organic bedding is particularly important for babies” adds Stephanie.  “Babies spend about 70% of their first year in bed, so the quality of their bedding is really important. A baby’s skin is more porous than that of an adult and has the potential to absorb residues more easily. Babies are more vulnerable to chemical-overload than adults because they are small and still growing.”

Organic cotton is beautifully soft and comforting for sensitive skin as it is guaranteed to be 100% toxic-free, making for a much happier sleeping experience.  What’s more, organic cotton bedding has long fibres, keeping it looking superior even with frequent laundering.

Product details

Items can be purchased individually.  Prices start at £9.  All products are made from 100% organic cotton, certified by the Soil Association or Oeko-Tex and are fair trade.

Available exclusively from www.foufurnishings.com

Win £700 of luxury organic bedding in 'Your Home' magazine

Fab organic bedding competition – win £700 of luxury organic bedding from fou furnishings in ‘Your Home’ competition. Fou furnishings supplies luxury organic bed and bath linens to homes, hotels, holiday villas and yachts. For a chance to win £700 worth of our luxury Egyptian organic cotton bedding Elisabetta and Boutis Organic bedspread and cushion covers, watch out for our competition in ‘Your Home’ magazine – for April. A great way to give your bedroom a luxury spring makeover.

Our award winning Egyptian cotton bedding, ‘Elisabetta’ is crafted in Italy from the finest organic cotton bed linen in a very high 475 thread count. Sumptuous and soft, heirloom quality you can pass on down the generations. A timeless design in natural white, decorated with two rows of embroidered row cord stitching.

Our organic cotton Boutis bedspread and cushion covers are beautifully crafted, timeless pieces, a richly textured bedspread with matching cushion covers, in a soft cream, edged with ribbon.

Elisabetta Egyptian Cotton Organic Bedding & Boutis Organic Bedspread

Made with 100% organic cotton, from long staple Egyptian yarn, woven, dyed and finished in Italy, echoing its original roots and today certified by the UK Soil Association. Long staple Egyptian fibres, renowned for their quality, are inherently strong and soft but will withstand frequent laundering and still look good. The dye used to colour the fabric is of vegetable origin and all treatments used in the finishing process are biodegradable. Great care has been taken in the manufacture of this unique organic cotton Boutis, to ensure the quality and comfort of the product but also to ensure the products have been treated, tested and finished in a way that has maintained their organic integrity.
Traditional Boutis is a unique, quilted fabric, usually cotton, which historically was worked on both sides by expert fingers embroidering carefully chosen symbolic motifs such as hearts, animals and flowers to carry a message of happiness, luck and prosperity. Boutis takes its name from the special needle which was originally used for the delicate embroidery work, in which a layer of filling is inserted between two layers of cotton sewn together. This decorative technique gives a ‘relief’ effect to Boutis pieces and adds substance, literally and metaphorically, as well as rich texture.
The decorative art which is Boutis originated in Sicily in the Middle Ages and travelled to France, where it became a popular decorative art. The heritage of Boutis is now strongly anchored in the customs and fashion of the women of the Provence region. Boutis pieces were considered precious and not intended for every day use, but reserved for wedding trousseaus, births or baptisms and are now considered almost as Provencal artistic heirlooms.
The artistic needlework of this traditional technique has been revived and is alive today through classes, exhibitions and books as well as through the result of refining and blending this historical craftsmanship with modern technology.
Buying organic cotton woven from long staple Egyptian yarn offers the assurance of product quality which is natural and lasting.  Today’s Boutis in organic cotton, like its predecessor, offers timeless value.

Visit the website to find out more about the intriguing decorative art, which is Boutis

Fou furnishings ® sells luxury organic bed and bath linens with a difference. Soft, beautiful linens made to last and kind to the environment too. Fou furnishings ® is of only a few linen companies selling organic linens certified by the UK Soil Association. Their original bed linens have been award winning three years in a row; reflecting their exceptional quality, design, comfort and craftsmanship. For linens with a difference, fou specialises in high thread count linens in organic cotton and pays special attention to finishing which means bed linens with greater comfort and lasting quality in the time honoured tradition of linens passed down the generations. They also offers a custom bedding design and monogramming service for personalised bedding and gifts.

The ‘Soil Association Organic’ symbol gives assurance on social and environmental responsibility, organic quality and durability plus absence of irritating toxic chemical residues which can irritate sensitive skins.

Win luxury organic bedding

As January comes to a close, the mood lifts at fou furnishings at the thought of light in the mornings, the green shoots of spring and the prospect of bright spring days and the year ahead.

Fou furnishings January newsletter brings you news of our organic linens sale promotion, a new range of luxury hotel quality organic towels and for those buying for babies and toddlers – a gorgeous new cot and cot bed organic bedding collection, inspired by the organic baby bedding that fou furnishings was commissioned to create for the five star London Langham hotel.  So, take a few minutes out if you can and read on for our organic product news, views and promotions.

Organic Linens Sale Promotion
Seen a bit too much sale red. The beginning of the year is always a good time for a clear out. So, if your linen cupboard is looking a little bare, then take advantage of our sale promotion and get 15% off and free P&P (UK) on all our grown up organic bed and bath linens. Just enter the code ‘fousale’ at the checkout. For subscribers, this promotion will end on Sunday the 19th of February.
Certified organic bed linens can also help well being and promote an ecologically fresh bedroom, setting you up for a great night’s sleep due to their superb comfort and softness and zero toxins present in organic linens. Little fou and our duvets, mattresses, pillows and protectors are not in this promotion.
Luxury Organic Towels for a ‘Spa’ at Home Feeling
Tired looking towels? For the perfect towelling treat, try our new luxury organic towels – a simple way to achieve spa luxury at home.  Blending  the plush style and quality of a first class hotel room with the warmth and indulgence of the world’s top spas.  Made in Turkey from special hotel quality organic cotton with an impressive weight of 700 GSM. The towels are woven using double twisted loops for a thicker, more opulent yarn that offers the perfect combination of softness and absorbency. With 15% off just now and free P&P agreat time to buy.
Our organic towels are available in natural and white, in hand, bath and jumbo bath sheet with a bath mat available at the end of next month.
The purity of the towels has won the range the UK Soil Association certification as well as the GOTS certificate (the highest standard of organic textiles).  The towels are sourced responsibly allowing you to enjoy the pure luxury they bring, reassured in the knowledge that they are made ethically and traded fairly. For individual style, towels can be monogrammed with a logo or initials.
New – ‘Little fou’ Organic Baby Bedding Collection
Just launching is our new baby, nursery and children’s organic bedding design to complement our existing ‘Little Fou’ collection. Inspired by the baby bedding that fou furnishings was commissioned to create for the five star London Langham Hotel, the new Little Fou design ‘All the ducks are swimming in the water‘ is set on a bright primrose yellow and features a mother duck andher two adorable ducklings.
All the linen in the range is crafted in our award winning 330 count organic cotton sateen, making it soft and pure against young, sensitive skin.  The high quality of the bedding ensures that it is highly durable and able to withstand frequent laundering.
Fou Furnishings’ next project ‘Organic Baby To Go’ is a new organic linen set for travel cots and will be available from spring 2012 with new organic bed linen ranges. Available on line shortly.
Other New Products to Talk About
Other new product introductions are luxury square pillows and pillow protectors in a heavy weave organic cotton which form a protective layer for your pillow and you and acts as an anti allergy barrier. Also by popular demand, oxford pillow cases and square pillow cases in our award winning organic bedding  essentials range – available on line shortly.
Signing off
That is all till Spring, when we will have news of more new products currently being crafted in India and Italy, plus exciting new organic linen projects.

There are many reasons to love organic…and wrapping yourself in soft, beautiful organic bedding is just one of them.

We want to share the bliss of organic bed linen with our Organic September competition. Win £195 to spend on any of our organic cotton bed linen designs.

Not only does certified organic bed linen feel soft and comfortable against your skin, but the UK Soil Association symbol on organic textiles means social and environmental responsibility, cotton quality and performance plus an absence of any irritating toxic chemical residues which can sometimes be found in conventional cottons.

Follow these two simple steps for your chance to win a £195 to spend on luxury organic bedding.

1. Tick the “like” box at the top of our Facebook page.

2. Email us at info@foufurnishings.com with the answer to this question:

Fou furnishings is not yet three-years-old, how many times has it been a finalist in the prestigious Natural and Organic Awards?

a)Once

b)Twice

c)Three times

Visit http://www.foufurnishings.com for more information from the 1st of September 2011 and email your answer to info@foufurnishings.com

Closing date 30th September 2011

August Summer Sale
Summer visitors arriving, bedroom in need of a refresh or thinking of a set of cool, soft organic sheets for those summer nights? Then our summer sale is an ideal opportunity to buy organic bedding with 20% off and free P&P in theUK until the end of August. We now ship worldwide too.
Take advantage of our luxury bedding summer sale on our very high thread count organic bedding. If you have not slept in luxury Egyptian organic cotton bedding before, invest for less during August. Our award winning Elisabetta organic bedding range, crafted exlusively for us in Italy, was ‘highly commended’ this year in the Natural & Organic Awards. You will understand why Egyptian bedding has graced the world’s elite hotels; not only because of its five star quality but also the feeling of softness and comfort on your skin.
Discover Organic
The Soil Association’s annual campaign to celebrate and promote all things organic is running for the entire month of September this year. The theme is’ Discover Organic‘, promoting the many reasons to love organic, from farming to food, to fine bedding. The theme also ties in with the advertising campaign which you might have spotted, ‘Why I Love Organic’.
To celebrate, fou furnishings is running a month long competition. Running from the 1st to the 30th of September. Try your luck in our competition by simply clicking on the home page of our website or our Facebook competition page for details on how to enter and prizes.
New – Natural & Organic Duvets, Pillows and Toppers
For September, we are delighted to be introducing a range of natural woollen and organic duvets, pillows and mattress toppers for the first time. All handcrafted in the UK by Devon Duvets, encased in 100% organic cotton and made by professional seamstresses.
The organic duvets, pillows and mattress protectors – like our organic bedding- are certified to the most stringent standards for organic textiles as well as of exceptional quality. The first organic duvets in the UK to be certified by the Soil Association. The natural and organic duvets and mattress toppers will be available in single to super king size, as well as cot bed and children’s bed sizes. Custom sizes and shapes will also be availabe to order.
Signing off
That is all till September, when we will have news of more new products currently being crafted in India and our ‘Discover Organic’ competition. The sun has been shining in Scotland too this summer, although today the wet weather has returned and I am looking out on a ‘dreich’ day, a Scottish word which sums up a wet, grey, but cooler day. Have a lovely summer wherever you are.

Discover Organic This September Campaign