Matouk
*The feeling of home
Matouk, a nearly hundred-year-old family-owned maker of luxury linens, was a respected B2B product supplier that needed to become a B2C brand. The challenge was sharpened by a category squeezed from both sides: legacy competitors like Frette, Pratesi, and Ralph Lauren winning on reputation, and digital newcomers like Parachute and Boll & Branch winning on convenience—while premium bed-and-bath purchasing was actually in decline. The insight was to grow the brand by growing the category itself. That meant speaking to two very different audiences at once: Established Affluents at peak purchasing power and rising HENRY Millennials setting up their first homes (while leveraging the natural influence the former hold over the latter). Rather than compete on thread counts or price, the strategy reached past the category's tired "livable luxury" language to find the brand's real equity: a rich, authentically American story built on family, craftsmanship, optimism, and innovation, made in its own Fall River factory.
The resulting brand platform reframed what Matouk sells around a single, ownable belief—home isn't a place, it's a feeling. And Matouk promised the feeling of home.
I positioned the brand as a family company built on American integrity, with an honest, warm voice and a bright, optimistic identity. The brand expressed itself through copy rooted in experiences vs. the product itself ("We believe real luxuries aren't bought, but built over time… Welcome home."). Platform, pillars, and copywriting then flow into a two-track activation strategy—two audiences, two channels, two approaches—that starts B2B and radiates outward: guiding Established Affluents through in-store storytelling, designer tools, and partnerships that treat the store like a home, while meeting HENRY Millennials online with education, social influence, and entry-level products that welcome them in.
Creative Partner—BASE
[Brand Strategy, Engagement Strategy, Marketing & Communications Plan, Digital Strategy, Copywriting]