New Trends Developing in Custom Bedding Scene

PRLog (Press Release) – Feb 11, 2008 – Cozy cottage florals, vintage storybook prints, old-fashioned toys and hand-painted wooden furniture are just a few of the reasons why the Warm Biscuit Bedding Company feels homegrown. And then there’s the little known fact that the children’s catalog company was actually born and raised in the home of owner Vicki Bodwell.

“I used to take calls while breastfeeding,” Bodwell, mother of three, says laughingly.  With an extensive background in advertising and marketing, as well as a love for vintage fabrics, she started the company in 1998 when the children’s décor category was still in it’s infancy. “The only choices for children’s bedding were licensed cartoon characters and washed-out pastels,” explains Bodwell. Her original idea was to offer existing bedding patterns. But when nothing she found seemed to fit her vision, she designed and manufactured her own line. “Moms today want to create custom look at an affordable price. They want their children’s rooms to be inspiring and fun,” says Bodwell of her bedding collection which includes playful themes borrowed from 1950’s school readers, cowboys and bucking broncos (a nod to her native Texas), and fresh combinations of vintage floral prints and bold stripes.  

The company, which began as a humble two computer operation in the bedroom of Bodwell’s New York City loft in 1998, now employs seven full time employees as well as a cast of freelance photographers, artists and craftspeople, most of which are her personal friends. "My suggestion to anyone who wants to start a business is to tap into every talent you have and then tap into all your friends' talents as well,” she advises.  

The Warm Biscuit Bedding Co., which began as a 25,000 catalog mailing, currently mails 2 million annually, offers its entire product selection on its website. Although the focus remains on bedding, Bodwell continues to expand the Custom Corner, a custom furniture division that now represents 25% of her sales. “It’s very important to our customers that they be able to create a look that is representative of their style. The Custom Corner allows the customer to be their own designer,” explains Bodwell. The mix of exclusive bedding, custom furniture, fabrics by the yard and gift items like stylish aprons and old-fashioned toys help make the catalog a one-of-a-kind shopping experience.

When asked about the three ring circus of marriage, children and business, Bodwell doesn’t complain. “I’m combining my passion with my work and creating a future for myself and my family.” Her husband Brad is a business consultant and shares her passion for the company. “Brad and I regularly hire a babysitter on Sunday night so we can come into the office and work on the business. “It’s our date night…and we truly do love it.”  Her three sons, Fischer, 8, Henry, 6 and Wesley, 4, are also an integral part of the company. They’ve all modeled for the catalog and often help Bodwell with product testing. “Sometimes in a meeting my staff will disagree on whether or not to include a toy in the catalog or on the website. So I’ll bring it home to see if my kids play with it. Who better to ask about a toy than a kid?”

You can view their designs at www.WarmBiscuit.com