Video: This luxury bedding brand offers to come make your bed, so I said yes.

Luxury bedding company Boll & Branch launched in 2014 as a DTC brand, but it has accelerated its brick-and-mortar strategy in recent years, growing from eight stores in 2024 to 18 today. But the brand doesn’t just want you to come to its stores.

It wants its stores to come to you.

Buy some bedding from Boll & Branch, and the company offers to dispatch stylists from its store to your home to make up your bed four-star-hotel style, complete with a steamer and candies on your pillow. Boll & Branch calls it Room Service.

It’s a level of high-touch customer service that cannot be easy or cheap for Boll & Branch to execute, but the brand reports it’s time and money well-spent: New customers who partake in the service have a repeat rate of 67%, compared to a repeat rate of 46% for new customers who don’t partake, per the brand. And the lifetime value of customers who opt for Room Service is 188% more than those who don’t.

Brands do a lot to connect with customers, but this seemed particularly audacious, and it made this reporter wonder: Would having bedding experts in my apartment be really illuminating, or would it just be really awkward? Is this a smart retail strategy, or is it overkill?

To find out, I welcomed two stylists, Kate and Angela, to my New York apartment so I could see firsthand how they could transform my bed. And to truly turn my tiny apartment into a clown car, I invited a film crew, too. So come on in. My dog, Booker, can’t wait to meet you!—AAN