Like many others in the e-commerce space (Everlane, Warby Parker, Tuft & Needle, etc.) Crane & Canopy is giving customers access to high-quality goods by cutting out different levels of intermediary steps and middlemen. This model isn't new -- traditional retail has long recognized the advantages of owning the supply chain -- but recent rises in e-commerce have given it a surge in popularity across many different industries. For Crane & Canopy, they've applied this model to bedding.
They're also developing new products... see, for example, their duvet cover which integrates a top sheet and makes your bed look more fancily made than it really is :)
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Crane & Canopy