As bedding brands navigate a more discerning and design-driven marketplace in 2026, executives say business is being fueled by layered top-of-bed styling, elevated everyday luxury, and a consumer increasingly willing to invest in the bedroom as a personalized sanctuary.
Shifts in good/better/best categories
Jane Gish believes that shifts in good, better and best categories are emerging. “Customers still look at price point, but we are lucky in that most clients know that we offer high quality at any sticker price. Some of our more moderate customers are investing in the high-end, and vice versa,” said Jane Gish, CEO of Ann Gish.
Bella Notte Linens‘ Champion categories have remained steadfast for bedding essentials like sheets, pillowcases and duvet covers. “For top-of-bed pieces and bedding accessories such as decorative throw pillows and throw blankets, this is where we see our collectors playing with different textures and colors. It’s common for orders to combine pieces from several collections to curate one-of-a-kind bedscapes — small-batch crafted and dyed to order, said Creative Director Elizabeth Gately.
Shari Hammer, founder and creative director for Siscovers, said Siscovers is seeing a shift toward the better and best categories outperforming opening price point basics. “Retailers today are focused on creating stores that feel curated and intentional — they want their bedding departments to stand out and inspire, not just fill a rack with commodity product.”
Hammer added that since several major bedding destinations have exited the market, including Macy’s scaling back in home and the closure of Bed Bath & Beyond stores, there’s a noticeable opportunity for remaining retailers to truly ‘own’ the category. Stores that present layered, styled, design-forward beds are winning because they look like specialists rather than generalists.
“We’re also seeing this play out strongly in our designer channel. Designers are typically working with clients who prioritize the finished look and overall experience over price alone. That naturally drives demand into our better and best offerings, where texture, customization, and craftsmanship elevate the bed from functional to transformational.”
HiEnd Accents also sees a shift in these categories. “The consumer is trading up, but they’re also getting smarter about where that money goes,” said President Jonathan He. “The old “good/better/best” ladder assumed people would pay more for incrementally better product at each step. What’s actually happening is more of a barbell — you’ve got the off-price channel absolutely crushing it on volume, and then you’ve got a premium consumer who’s willing to invest but expects to understand exactly what they’re paying for.”
He continued, “the middle is where it gets interesting. It’s not disappearing, but the bar for what earns a “better” price tag has gone way up. You can’t just slap a higher thread count on the label anymore. Buyers want to know about the construction, the material sourcing, the hand feel. Add tariff pressure on top of that — we’re looking at 10-15% cost increases hitting the supply chain this year. That hasn’t disappeared yet, despite the latest SCOTUS ruling [on tariffs] and the brands that can articulate their value story are the ones that will hold margin. The ones that can’t will get pulled into a race to the bottom.”
Kyle Barrett, president, and Joe Soto, director of product development for Barrett Bergman Home, said that these shifts are very telling of where the market is headed. “Good now means thoughtfully made, not entry level. We’re seeing strong demand for elevated essentials — pieces that feel luxurious yet approachable,” they said. “Sustainable, performance-driven textiles are leading this tier, particularly Micro Tencel for its silky hand-feel, breathability and responsible fiber story. Better is the volume driver and this tier is about versatility and elevated texture. Best is where Barrett Bergmann truly differentiates and customization has become a major differentiator at the high end – clients want something distinctly theirs.”
