When you slip into a perfectly made bed, you know it immediately. It feels composed, quiet, complete, like something was crafted just for you. At London & Avalon, we take that experience seriously. That “just right” feeling isn’t coincidence, it’s years of experience to achieve excellence. It's tradition. And it all starts with how we weave the linen.
Our design philosophy draws directly from the world of Savile Row tailoring: a legacy of discipline, detail, and time-earned expertise. For us, the bed is more than functional, it’s the final, intimate layer of how a home expresses its identity. And just like a bespoke suit, it should fit beautifully, feel effortlessly refined, and last for years.
Provenance, Not Just Performance
For many brands, 100% Egyptian cotton is the calling card. But we believe the story shouldn’t end there, it’s about how, where, and by whom it’s made. That’s why we use only the finest long-staple Egyptian cotton, woven to our exclusive specification by family-run mills in Portugal and Italy, many of which have been honing their craft for five or six generations. The result? Fabrics that are not only soft and long-lasting, but engineered for feel, drape, and enduring beauty.
- Our Heritage Collection has a silky sheen that glows under soft light.
- Our Island Collection is cool, crisp, and breathable for warmer climates or summer homes.
This is luxury bedding craftsmanship with a heritage and it’s what sets us apart.
Why Thread Count Isn’t the Whole Story
We have all heard the marketing myth: the higher the thread count, the better the sheets. But here is the truth, quality matters more than quantity. A lower thread count woven from superior long-staple yarns will always outperform inflated counts made from short, twisted fibres. The difference? You won’t wake up to pilled sheets, thinning fabric, or that uncomfortable "bobbling" feeling. Just a smooth, breathable, lived-in softness that gets better with every wash.
Tailored Details, Timeless Finish
Just as Savile Row suits are designed to fit perfectly with no fuss, our bedding is full of smart details that work hard behind the scenes:
The French Tail Duvet Cover
Forget awkward buttons or gaping corners. Our signature French Tail design features a generous opening that tucks neatly under your mattress. Your duvet stays in place, your bed stays looking crisp.
Deep-Fit Fitted Sheets
We’ve gone deep - 40cm, to be exact. Our fitted sheets are designed to wrap easily around even the thickest U.S. and European mattresses, ensuring a smooth, secure fit every time.
Pillowcases That Stay Put
Crafted with generous envelope closures, our pillowcases don’t shift, sag, or untuck. Choose from Oxford borders, grosgrain ribbon, or hemstitch detailing to create your signature look.
The Bedscape™ Philosophy
We believe that your bed should be a curated canvas, where luxury lives in the layers. From fit to finish, from fibre to fold, every detail matters. Our Bedscape™ concept invites you to dress your bed with the same care you would dress yourself, for comfort, confidence, and timeless style.
From the heart of Savile Row to your summer home retreat, London & Avalon brings tailored elegance to where you rest, recharge, and dream. Because the best-dressed homes begin with the bed.