Bedfolk x Forward Advances

Bedfolk - Luxury Bedding, Simplified

The Forward Advances studio team was engaged by Bedfolk to provide advice and practical support on preparing the business for a period of high growth.

Bedfolk had raised equity investment previously and subsequently taken an advance from Forward Advances but they needed the correct team and technical structure to scale without sacrificing their strong customer economics.

We were able to:

  • Help create a detailed, ground-up forecasting process, that allowed for the team to clearly see the drivers of customer acquisition and retention. Progress against the forecast was tracked by a new KPI dashboard
  • Conduct an agency audit and replace underperforming agencies with highly recommended partners
  • Help launch two new channels without affecting the overall cost-per-acquisition
  • Take the team through a structured growth course each week, that covered the fundamentals of marketing, product and customer development, whilst educating the team technically on a channel-by-channel basis
  • Provide feedback and support on both online and offline creative, including leading a digital advertising design workshop


  • During the period of working with Forward Advances, there was 33% increase in monthly Gross Sales, and the business is on track to make that a 100% increase by December this year.
  • Bedfolk launched two new channels, which supported a 43% increase in new customer whilst the cost per acquisition stayed under target
“Hands on support from industry leading experts in areas including growth [has been] a game changer.

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