Investment firm True Capital has invested one million pounds in Bedfolk, a Cheltenham-based premium direct-to-consumer bedding brand.

True said the funds will be used to expand the Bedfolk collection and add new product lines, as well as to invest in talent and marketing.

In addition to its financial commitment, True added it will look to support the business through making valuable introductions to ecommerce and brand experts in support of building out the business' advisory board.

Founded by husband-and-wife team, Nick and Jo James, Bedfolk was established to simplify the bedding purchasing experience, providing its customers with a curated collection of ethically produced luxury bedding at an affordable price point.

As the business has grown, the pair have successfully built a strong brand identity and relaxed, approachable aesthetic focused on owning the 'wind-down' space, supported by their in-house photography studio in Cheltenham which allows them to have complete control of their creative content.

True said the founders' passion, strong business acumen and creative skillset, coupled with the quality and sustainability of the products was what first attracted it to the business.

"Nick and Jo have successfully built a strong brand identity in the 'wind-down' space that sets it apart from its competitors - a space which has only become more popular with consumers in the past year," said Claire Cherry, investment principal at True.

"We see that consumer behavioural change will continue to gravitate towards relaxation in the home, in line with the growing emphasis on good mental and physical health. Our sweet spot is finding businesses operating at the precipice of changes such as this, combined with great founding teams.

"We believe we've found this in Bedfolk. Both our investment and innovation teams are looking forward to helping support Bedfolk through introductions we can make to our specialist retail and consumer network."

Nick James, managing director of Bedfolk said: "After a period of rapid growth we sought out investors who could not only provide capital, but who could also unlock additional value as we enter our next phase of growth.

"True has a proven track record of working with best-in-class D2C brands such as hush and maude, helping to grow these brands with their specialist expertise and wide-ranging network. We're thrilled that they've joined us on our journey, and look forward to executing on our exciting plans for the year ahead."

Bedfolk joins True's growing portfolio of fit-for-the-future early stage investments, which in the past year have included: men's' make-up brand, War Paint, female sexual wellness brand maude, fertility benefits provider, Fertifa, sustainable personal care brand Planera and computer-vision powered inventory tool ARpalus.