• Cecile Corral

Coyuchi launches subscription service for luxury bedding & towels

Customers submit used Coyuchi linens for new organic sheets, towels

San Francisco – Pioneering organic cotton home textiles company Coyuchi is launching a subscription service for luxury linens, encouraging customers to keep worn linens out of landfills.

Expanding on its 20-year sustainability credo, Coyuchi aims to establish the first “circular economy in home textiles” via a service that allows customers to subscribe to new linens in exchange for their old ones.Coyuchi For Life logo

The service is dubbed “Coyuchi For Life” and provides customers with new, GOTS-certified organic sheets, towels and duvet covers regularly in exchange for their old ones. The used/returned linens will be renewed or up-cycled for other purposes. If not salvageable in their current form, the materials will be organized by type and processed into a new yarn. Nothing will go to a landfill, Coyuchi emphasized.

“We all love the luxury of fresh, new sheets and towels, but we also care deeply about the world we live in,” said Coyuchi ceo and president Eileen Mockus. “With this new subscription offering, we can finally achieve a circular economy with linens, which has been the missing link in bringing more sustainability to the subscription economy and to home textiles for consumers.”

Coyuchi estimates more than 10 million tons of textile waste ends up in U.S. landfills annually – a statistic that prompted the new program.

Monthly subscription fees start at $5 per month for towel sets and $9 for queen-size sheet sets with a 24-month subscription. At the time of replenishment, customers have the opportunity to change their linen colors and sizes and to upgrade or add to their subscriptions.

The launch of the service comes at an opportune time, noted Coyuchi chairman Kevin Surace, citing Credit Suisse data that shows subscription-based goods and services in the U.S. totaled $420 billion in 2015.

“Coyuchi for Life is a seminal example of where innovation, a marketplace demand for transparency and organics, and a big shift towards an ‘I don’t need to own it’ economy are converging,” Surace said. “The Coyuchi for Life program promotes today’s more conscious consumption, moving away from the old model of own it, use it, and then throw it away. I believe this is the most exciting and potentially disruptive change to occur in retail in 100 years.”

Customers can enroll in the Coyuchi For Life subscription service online at www.coyuchi.com/forlife. From there, they select their organic sheets, towels and duvets (available several colors and sizes), and choose how often they want new ones sent – every 6, 12 or 24 months. 

To ship used/old linens to Coyuchi for renewal or recycling, they can use a Coyuchi return label provided on the company’s website.

Coyuchi products, including those available through the Coyuchi for Life program, are produced using natural and organic fibers, free of toxic dyes, bleaches and finishes. All Coyuchi cotton is 100% certified organic.

Coyuchi is certified to the Global Organic Textile Standard (GOTS), and in 2014 began working with Fair Trade USA, Fair Trade Certified, a product certification program that promotes equitable trade practices, working with farms and factories around the world to improve wages, benefits and conditions for workers.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!