478There are thousands of challenges in life, but "getting a good night's sleep" will always be number one.
Whether it's catching up on sleep after staying up late binge-watching shows, or being so tired from work that you just want to lie in bed, sleeping comfortably really matters more than anything else.
Data shows that in 2023, the size of the U.S. home textiles market has reached $19.14 billion, and it is expected to continue to grow at a compound annual growth rate of 4.7% from 2024 to 2030.
After all, who wouldn't be willing to spend a little more for a better night's sleep?
Against this backdrop, a home textile brand called Bedsure became an overnight sensation on TikTok. Soft and skin-friendly bedding, user-oriented detail design, and an irresistible price-performance ratio have made it the true love of countless "bed lovers," with monthly sales directly exceeding $4 million.
What has enabled Bedsure to stand out in the fiercely competitive home textile market?
The story behind this is worth a good discussion.
Image source: Home Textiles Today
01
Why has Bedsure made it to the top of the best-selling list?
According to data from Dida Dog, the home textile brand store Bedsure achieved sales of $4 million in the past month, with total sales exceeding 123,000 units, successfully ranking among the top sellers on the TikTok Shop US December best-selling list.
Many people may not be familiar with the name Bedsure, but on the TikTok platform, this brand, which focuses on high cost-performance home textile products, has quickly captured the hearts of overseas consumers. As a brand mainly engaged in bedding and home textiles, Bedsure has achieved a win-win in both sales and reputation thanks to its high-quality products and precise marketing strategies.
Image source: Dida Dog
From the data, Bedsure's best-selling item is a wool blanket, which has become an essential sleep product for many consumers thanks to its soft and comfortable material and highly competitive price. This product accounts for 48% of the store's total sales, generating over $2.59 million in revenue for Bedsure.
Image source: Dida Dog
Bedsure's success is naturally inseparable from the support of TikTok influencer collaborations. According to data, the brand released 198 promotional videos in the past month, covering different life scenarios and usage methods. Among them, an influencer with 10.2 million followers, @miafaithe, posted a short video showing the daily Christmas life of a family of three: wearing Bedsure's soft hoodies, baking cookies at home, and enjoying warm parent-child time. This authentic and festive video not only received a huge number of views, but also successfully sparked enthusiastic interaction and resonance among users.
However, no matter how much exposure there is, if the product quality is not up to par, it is difficult to sustain sales. Bedsure's best-selling performance, in addition to the boost from traffic, is more importantly due to its solid product quality. Many consumers have left positive comments: "The material is soft and especially comfortable to use," "Great value for money, even more practical than big brands." These genuine user feedbacks not only enhance the credibility of the product, but also bring more trust and repeat purchases to Bedsure.
Image source: Dida Dog
02
How does Bedsure win users with content?
Bedsure's layout on TikTok can be described as very thoughtful and close to users' lives. Their official account @bedsurehome takes daily home life as the entry point, showcasing the practicality and comfort of the brand's products in various scenarios. As of now, the account has accumulated more than 84,300 followers and 788,600 likes, attracting the attention and affection of many users.
Image source: TikTok
The videos posted by the account tend to be authentic and natural, with common themes including the combination of pets and home life, such as how blankets become pets' favorite "nests," and the warmth that bedding adds in winter. These everyday contents use simple displays and relaxed camera language to allow viewers to intuitively feel the actual effect of the products.
Unlike other brands, Bedsure's video content hardly has any obvious "hard-sell" traces, but instead shows the fit between the products and daily life through real-life scenarios. This naturally expressed style makes it easier to arouse interest and trust.
Bedsure's TikTok account has gradually established its own style on the platform through simple and authentic content. Although the number of followers is not as large as some brands, this solid operation method has allowed it to gradually accumulate stable attention and reputation on the short video platform.
Image source: TikTok
03
The rise of the home textile track on TikTok
Home textile products have been gaining popularity on the TikTok platform in recent years, not only meeting consumers' expectations for home comfort, but also drawing more attention to the development potential of the "home textile track." As the homey atmosphere gradually becomes a trend, brands like Bedsure have quickly become popular on content-driven platforms with home textile products that combine practicality and aesthetics. From warm fleece blankets for winter to highly decorative bedding, these products not only meet consumers' functional needs, but also precisely hit users' desire for warmth and comfort.
And it's not just Bedsure—more small brands are emerging in the home textile track, such as CHUAI Home Bedding. This small shop specializing in fabric home textiles has a three-piece bedding set priced at less than $15 that has become a hot-selling item on TikTok. According to data, since this product was launched on December 7, 2023, sales have reached 279,400 units, with revenue of $4.05 million, accounting for 66% of the store's total sales. This data not only proves the market demand for home textile products, but also further highlights the driving role of content e-commerce in the home textile track.
Image source: Dida Dog
04
The cross-border business behind soft blankets
The rise of home textile brands is injecting new vitality into cross-border e-commerce.
From Bedsure to CHUAI Home Bedding, the success of these home textile brands lies in their precise capture of life's details. A blanket is not just for warmth, but also becomes a corner that pets rely on; a set of bedding is not just a tool for rest, but also a touch of warmth during the holidays. These details, close to real life, allow home textile products to go beyond their functions and become carriers of daily emotions.
This is the charm of cross-border e-commerce: sending every ordinary product into the lives and hearts of global consumers through content and stories. And Bedsure's success is just the beginning for the home textile track on the international stage. Next, there are more surprises waiting to be discovered in this market.
