Vero Linens, the manufacturer of some of the finest genuine Italian luxury linens sold in North America, is the first to sell luxury linens online to customers with no retail mark-up. Using its 10 years expertise in the business, the company has learned that its male customer base find themselves purchasing luxury bed linens to spruce up their bedrooms, reflect their newfound socioeconomic status, begin to embark on a new relationship, or are looking to get a better night’s sleep. They are called HENRYs (High-End-Earners-Not Yet-Rich) and they make a growing segment of the luxury market.
Over the past ten years we have seen a marked shift in our customer base. While we continue to sell a significant amount of our products to women, we have seen an increase of 20% in the number of men, not just visiting our website, but actually purchasing our luxury linens. Our clientele is looking for a unique luxury linen product, whose craftsmanship is high quality and whose story is second to none. They understand the importance of the exceptional materials and skillful hands needed to produce Vero Linens in our sew room. – Steve Coval, founder of Vero Linens
Vero Linens’ customer base correlates with the growing trend of men who comprise 40% of the luxury goods market, according to research. And, in 2016, men made up more than 65% of Vero Linens business. Known for having high disposable incomes and highly driven attitudes, HENRYs prefer spending money on exclusive luxury products with high quality materials and craftsmanship.
Vero, whose name in Italian means “true,” partners with a Northern Italy sew room that is managed by artisans with a lineage of luxury linen manufacturing since the 19th Century. Northern Italy has been one of the world’s most important regions for weaving textiles. Vero Linens recognized that, in order to manufacture and sell the finest quality luxury linens, they would need to be developed out of that region, rather than India, China or Turkey. Both the weavers and sewers there play a significant role in the unique, high quality of the Vero Linens product.