This month, buyers have been searching noticeably often for cool, cooling and related terms. The question behind it is almost always the same: how do I keep this range relevant once the first heatwave is over? The answer lies in positioning. Cooling bedding is not a summer promotion, but a solution to a sleep problem that exists all year round.
Why cooling doesn't have to be a summer product
Customers who sleep badly because of heat don't do so only in July. Well-heated bedrooms, a heavy duvet on a mattress that retains heat, or a partner who runs warmer than the other: these are winter situations that call for a cool-feeling solution just as much.
So tell the story from the problem, not from the season. "Sleeping without overheating" works as well in January as it does in August. That way cooling doesn't disappear into the warehouse after summer, but remains a permanent part of your shelf.
Cooling materials: what can you tell your customer?
With cooling, two things matter: how the fabric feels against the skin, and how well it wicks away moisture and heat. The following materials are the main candidates:
- Cotton percale: a crisp, dry and airy structure. A classic for anyone who wants to stay cool.
- Lyocell and bamboo viscose: a soft, fluid drape and a cool feel to the touch. Pairs well with a premium story.
- Linen and linen blends: an airy, natural look with a distinct character of its own.
- Cooling finishes and fillings: in duvets and pillows, the filling can contribute to a more pleasant sleeping climate. Request the specifications for each item.
Keep your claims sober. A cool-feeling fabric is not a medical solution, and it doesn't need to be. Customers appreciate an honest explanation of what the material does and doesn't do. Mention certifications per item, backed by a certificate.
Building your shelf for year-round sales
A cooling range stays interesting if you place it smartly alongside the rest of your assortment. A few ways to do that:
- Give cooling a fixed place in your shop or webshop, for example under its own theme, and don't move it with the seasons.
- Offer the same colours in a soft, warm version and a cool-feeling version, so customers can choose based on how they like to sleep.
- Combine fitted sheet, duvet cover, pillow and duvet in a single cooling display, so customers can adapt the whole bed.
- Add short, practical icons or cards to the products: who it's for, what it feels like, and the washing instructions.
- Use the summer to bring in new customers and the rest of the year for repeat purchases and add-ons.
If you want a complete overview, our cool sleeping collection is a good starting point for your own cooling display.
Cooling for hotels and webshops
For hotels, a cool-feeling bed is above all a comfort argument. Guests sleep in rooms with varying temperatures and reflect that in their reviews. Choose fabrics that withstand frequent washing and request the washing guidelines for each item.
For webshops, the story in the product description needs to match the photo. Show how the fabric drapes and describe the feel in concrete terms: cool, dry, airy. Avoid vague promises such as "stops night sweats". Customers who feel well informed are less likely to return items.
Frequently asked questions
Is cooling bedding only suitable for summer?
No. It is intended for anyone who runs warm in bed, including in heated bedrooms in winter. Position it as sleep comfort rather than as a summer item.
Which cooling material is the safest to start with?
Cotton percale is an obvious foundation: familiar to customers and easy to explain. Then expand with lyocell or bamboo viscose for a softer, premium option.
How do I communicate about certifications?
Only mention them if they apply to the specific item and a certificate is available. It's best to avoid general claims about the entire range.
Would you like to add cooling bedding to your shop, webshop or hotel? Apply for a retailer account with MPS Textiles. We'll then look together at the materials and display that suit your customers.
