Hyde & Hare x Floks
If you haven't heard of Floks yet, where have you been? Founded by Sophie Platts in 2020, Floks is on a mission to give you the best nights sleep possible using the finest British wool bedding. Stocked in the likes of John Lewis and featured in Ideal Home and Elle, Floks are paving the way for a entirely sustainable, compostable, UK grown and made bedding.
We were lucky enough to catch up with Sophie and visited her shop in Yorkshire to find out what makes Floks so special.
What inspired the creation of your sleep-focused brand?
Sophie: "The inspiration for our sleep-focused brand came from my personal experiences with sleep difficulties. As I got older and especially after having kids, I struggled to sleep as well as I used to. I found comfort in an old wool blanket, which sparked the idea of creating a sustainable, UK-made weighted wool blanket. This led to exploring the broader issue of bedding, as we spend a significant portion of our lives in bed, and many people use synthetic or feather-filled bedding that can cause allergies. The goal was to create a premium, comfortable, and environmentally friendly bedding option that uses wool, which is natural, breathable, and readily available in the UK."
What are the challenges of working with wool in bedding products?
Sophie: "Working with wool in bedding products involves several challenges, primarily related to the complex grading and cleaning processes required to make the wool usable. Initially, I naively thought we could work directly with local sheep farmers, but I soon realized that the wool needs to be graded and cleaned before it can be used in bedding. This process is intricate, involving testing the wool's staple length, cleanliness, and handle, followed by a thorough scouring process. Partnering with a local manufacturer who had the necessary expertise and connections was crucial to producing high-quality wool bedding. Despite the complexities, this partnership allowed us to create a luxurious bedding product using the finest British wool."
How do you address the fear of public criticism when launching a new brand?
Sophie: "Launching a new brand comes with the inherent fear of public criticism, as it exposes the product and the brand to public scrutiny. To address this, we focus on maintaining transparency, integrity, and sustainability in all aspects of our business. These core values help build trust with our customers and stakeholders. By being open and honest about our processes and the quality of our products, we aim to create a positive and credible brand image. We believe that standing by our values and delivering on our promises is the best way to navigate any criticism and foster a loyal customer base."
How do you educate consumers on the benefits of wool, especially in summer?
Sophie: "Educating consumers on the benefits of wool, particularly in summer, requires effective communication strategies. Wool is often associated with warmth, but it is also a highly breathable and moisture-wicking material, making it ideal for summer bedding. Our approach involves sharing customer testimonials and leveraging word of mouth to highlight these benefits. We focus on clear, informative content that explains how wool regulates temperature and enhances comfort. Overcoming misconceptions about wool's suitability for warm weather is a significant part of our marketing efforts, aiming to educate consumers and showcase the advantages of wool bedding throughout the year."
What is your commitment to sustainability and plans for B Corp certification?
Sophie: "Our commitment to sustainability is at the core of our brand, informing all our decision-making processes. We are currently in the early stages of applying for B Corp certification, which will further validate our efforts. Sustainability guides our choices in product development, packaging, and overall business operations. For example, we use recycled cotton canvas bags for packaging, despite occasional feedback about perceived over-packaging. We believe in adding value through sustainable practices and continuously seek ways to improve. Achieving B Corp certification will formalize our commitment and demonstrate our dedication to operating sustainably."
What is your vision for the brand's future and product expansion?
Sophie: "Our vision is to be synonymous with sustainable sleep on a global scale. We aim to maintain our core product line of wool bedding while exploring complementary products that enhance our offering, such as bed linen. The focus is on delivering exceptional quality and staying true to our brand values. We believe in the importance of simplicity and dedication to a specific area, which helps build a strong and recognizable brand. Our ultimate goal is to be a leader in sustainable sleep solutions, known for our commitment to quality, sustainability, and innovation."
How do you approach marketing and customer education on wool bedding?
Sophie: "Our marketing and customer education efforts focus on sharing the benefits of wool bedding through clear and informative content. We leverage customer testimonials and word of mouth to highlight the unique properties of wool, such as its breathability and temperature regulation. Educating consumers about these benefits is crucial, especially in overcoming misconceptions about wool's suitability for different seasons. We aim to communicate the advantages of wool bedding effectively, ensuring that customers understand its value and how it enhances their sleep experience."
