You deserve a better night's sleep...

A warm welcome to London & Avalon. Since 2006 our Bed & Bath Linen has been established as the preferred choice of the most demanding clients, from Interior Designers to A-listers.

The reason the finest luxury hotels also come to us? Simply our incredible feel and exceptional longevity.

Our European Bed Linen is designed to last and has been tested & refined over the past 20 years to remain the best and most sought after Bed Linen in the industry.

Tried & Trusted

We have been chosen by the most discerning clients and some of our favourite luxury hotel groups.

Bespoke Service

loved by our renowned clients

What sets us apart?

Experience the “Chanel No.5 of bed linen” (as published in the FT - How To Spend It ) for yourself, and see why the most demanding hoteliers and A-listers alike choose us for their special projects and homes.

We keep things simple... great quality, exceptional feel, longevity & sustainability.

All of our Linen is made from 100% Oeko Tex certified Egyptian Cotton at our European mill.

Hot sleepers and those who like a light, Cool & Crisp feel will prefer our Island Collection, made from percale 300 thread-count cotton.

If you prefer a sumptuous, Soft & Silky sateen feel, then the Heritage Collection, made from 500 thread-count is for you.

Cool & Crisp...

Our Island 300 thread count percale Bed Linen is your perfect choice for a light feel and relaxed matte finish, with incredible softness, which keeps improving with each wash. Just like your favourite shirt.

Available in a selection of grosgrain ribbon trim colours & Organic options. From £29.50



Smooth & Silky...

If your bed is your sanctuary, our Heritage 500 thread count sateen Bed Linen is just for you.

With its blissfully luxurious fabric and a smooth and sateen sheen, it is a most indulgent treat.

Available in a selection of grosgrain ribbon trim colours., plus the added option of oxford edged pillowcases so you can create your perfect bedscape.

In the same luxurious fabric you can also choose our hemstitch detailing without grosgrain for an alternative look. From £55

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Take a dip with our Luxury Bath Linen.

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Treat yourself to a spa experience at home.

Take a breather and relax... with your ultra white, extra thick and super soft fluffy Bath Linen.

Elevate your bath time and bookend your day with a spa experience everyday.

Monogramming available - to turn our towels into a luxurious and thoughtful gift.

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  • Mandarin Oriental

    2011 London & Avalon became the approved supplier for Mandarin Oriental Hotels; supplying their flagships with bespoke linen and accessories worldwide.

  • The Wellesley

    Overlooking the Royal Hyde Park amidst the glamour of Knightsbridge, The Wellesley combines sophisticated luxury with captivating grandeur and uncompromising service.

  • Soho House

    Soho House selected London & Avalon as its European supplier back in 2009.

    The private member's club provides people in the creative industries, with "homes" across Europe and North America. Chic, trendy and exclusive, the perfect match for London & Avalon.

  • The Ritz-Carlton

    100 years of history.  With an unshakeable credo and corporate philosophy of un-wavering commitment to service, both in our hotels and in our communities, The Ritz-Carlton has been recognized with numerous awards for being the gold standard of hospitality.