Why Linen?


Investing in quality linen is paramount and HMCo 100% pure European linen bedding is designed to make this a pleasurable and luxurious experience.

Linen is a truly beautiful, natural product with an inherent timeless quality derived from flax. Its characteristics make it the perfect choice for luxury linen sheets and household linen. Flax is a wonderfully lustrous fibre many times stronger than cotton. Its durability ensures our products are made to last.

Flax is 100% biodegradable and recyclable. It is a great ambassador for environmental sustainability as it grows naturally, requires little or no fertilizers compared to other crops and does not require irrigation. It is kind on our earth and the natural strength of yarn produced from flax reduces the need for starching during the weaving process. This results in fewer chemicals being used. The natural qualities of flax make linen the perfect non-allergenic choice.

Why choose pure linen from HMCo

Natural fibres are the first choice in linen bedding allowing for breathability; keeping you cool and dry in summer and warm in winter.  Whatever the season, HMCo bed and household linens are available in a beautiful array of colours to suit your bedroom colour palette.  All tones are designed to complement each other, making that choice of selecting your bed palette an easy one!

Hale Mercantile Co linen bedding will age beautifully with our entire range becoming softer and more relaxed over time.  Our linen is pre-shrunk and pre-washed ensuring the product retains its original quality from that first wash. Designed with a relaxed textural appeal, HMCo linens require no more than a simple warm machine wash and medium tumble dry. No ironing needed. How easy is that?  The textural quality of our bed and household linen is perfect for styling with our signature finishes in Flocca and Kristine.  Our linen sheets and linen duvet covers are the perfect pieces for layering, ruching and draping on your bed, creating a sumptuous haven you won’t want to leave!