One of our favourite online linen purveyors, I Love Linen, has opened a showroom in Melbourne’s Collingwood allowing customers to see and feel their wares before they buy.
“Tucked just off Smith Street, the new showroom lets us take the online experience offline,” says I Love Linen owner Lauren Roe, who has styled the gorgeous space with the help of Mexsii bedheads and Angelucci 20th Century furniture.
“For any customer who visits the showroom we can provide personal styling services to help them create their perfect bed, and it also gives them the perfect chance to feel all the beautiful fabrics for themselves,” says Lauren, who hopes to impart valuable linen care advice too.
“The team and I are so excited to be able to welcome our lovely customers and be able to show them how to style the linen and provide advice on how to take care of it. We really try and make the website really informative and easy to use, but it’s also so great to be able to offer a more personal way to shop and be able to style up several bed options right in front of them.”
I Love Linen owner Lauren Roe in her new showroom
To coincide with the showroom launch, they’ve launched their Autumn/Winter collection which includes a gorgeous range of French linen with three limited edition double-sided duvet covers in milk, soft grey and navy, offset with a classic ticking stripe.
Striped reversible 100% French flax linen duvet set in soft grey
“Our linen bedding is our most popular offering and we had wanted to expand into double sided designs for some time now. We loved the idea of using this elegant stripe pattern which is classic and a bit preppy but then you can mix things right up by flipping it over and using the plain side too, depending on your mood,” says Lauren.
The I Love Linen showroom is open by appointment from Monday to Friday, 10am to 4pm. Shop online.
Photography by Lauren Bamford | Styling by Stephanie Somebody
3 replies on “I Love Linen opens bricks and mortar store in Melbourne”
where is the headboard and frame from
For anyone who is actually trying to find this store it doesn’t exist. I spent ages trying to find it only to be told by the other people in the building that the linen shop moved out months ago. Disappointing.
What’s the difference between Belgian linen and flax , is flax the premium?!