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The way we work has stayed the same since the first batch of percale sheets left our Johannesburg workshop. Cut carefully, sewn properly, and checked by hand before it goes out the door.
2009
Madeleine started with a single industrial machine and a stack of OEKO-TEX certified cotton in a rented room in Johannesburg. The first orders were fitted sheets for local guesthouses that could not find deep pockets that stayed on.
2013
After two years of testing wash cycles and shrinkage rates, we introduced breathable linen duvet covers. They sold out faster than expected, mostly to customers who had been sleeping hot under synthetic blends.
2016
Regular customers kept asking for cotton-rich pyjamas that matched the breathability of our sheets. We started with two cuts, a button-up and a relaxed pullover, and kept the fabric offcuts for matching sleep masks.
2019
Guesthouses in the Cape Winelands and along the Garden Route began ordering in bulk. We set up a separate wholesale process so hotel linen orders never delayed direct-to-consumer deliveries.
2023
We moved to a larger space in Johannesburg and added a second cutting table. The team grew, but every batch is still inspected by hand. Fabric is still sourced from certified mills, and the thread-count guide we wrote for first-time buyers remains pinned above the workbench.
Our story
Madeleine Bedding started as a small family workshop with a simple frustration: hotel-quality percale was hard to find locally, and most linen sold in stores didn't survive the first year of washing. We began by making fitted sheets for our own extra-deep mattresses, then for friends, and slowly built a process that still guides every batch we sew today.
2012
We started with a single bolt of OEKO-TEX certified cotton sateen and a second-hand industrial sewing machine. The first collection was just five fitted sheets and a dozen pillowcases, all made to fit our own deep mattresses. Word spread quickly among neighbours who were tired of sheets that slipped off at night.
2015
As orders grew, we rented a small studio in the city and hired our first two machinists. This is when we introduced hidden button closures on duvet covers and started offering queen-size pillowcases as a standard option. We also began keeping detailed records of every fabric batch, so we could trace any issue back to the supplier.
2018
A boutique hotel in the Drakensberg asked if we could supply their rooms with durable percale that could handle frequent washing. That first wholesale order taught us how to balance durability with softness. We developed a separate production line for hospitality, with reinforced hems and deeper pockets for hotel mattresses.
2021
After years of working mainly with cotton, we added breathable linen blends to the range. This came from customer requests for bedding that worked in warmer climates. Around the same time, we launched a small collection of cotton-rich pyjamas, cut from the same fabric we use for sheets, so the whole bed and sleep experience felt consistent.
2023
We noticed many customers were confused by marketing terms like "hotel quality" and high thread counts. So we put together a simple guide on our site that explains weave types, fibre length, and what actually makes percale feel crisp. It has become one of the most-read pages on our website and helps people choose with more confidence.
2025
Today we remain a small team. We still cut and sew every order at our Johannesburg studio, and we still test each new fabric batch before it goes into production. Our range has grown to include standard and queen pillowcases, deep-pocket fitted sheets, and a curated selection of linen duvet covers in soft ivory, dusty blue, and warm sand tones.
Fabric sourcing
We only work with OEKO-TEX certified suppliers, and we visit or audit every new mill before placing an order. This keeps our quality consistent and gives us peace of mind about the materials we put on our beds.
Cutting and sewing
Every batch is cut and sewn at our Johannesburg studio. We do not outsource production, which means we can catch small issues before they become returns. It also lets us offer custom sizes for wholesale clients without long lead times.
Direct-to-consumer range
Our retail collection is intentionally small. We focus on a few weaves and a clear colour palette, so customers are not overwhelmed by options. Wholesale orders for guesthouses and hotels are handled separately, with different fabric weights and finishing details.
Madeleine Bedding started as a two-machine studio in Johannesburg and grew into a small workshop where every seam still gets checked by hand. The team is compact, and each person owns a stage of production from fabric inspection to the final fold.
Founder and head cutter
Madeleine spent twelve years in textile wholesale before opening her own workshop. She still drafts every new pattern and signs off on each fabric batch before it reaches the cutting table.
Production manager
Thabo oversees the sewing floor and keeps the schedule honest. He joined the studio in 2016 and has built the quality checklist that every fitted sheet and duvet cover passes through before packing.
Textile specialist
Priya handles fabric sourcing and supplier relations. She works only with mills that hold OEKO-TEX certification and tests every new weave for shrinkage and colour fastness before it enters the range.
Senior machinist
Lerato has sewn for the studio since the first percale run. Her work focuses on the hidden button closures and the double-stitched hems that keep duvet covers from pulling apart after repeated washing.
Quality control
Daniel inspects every finished piece under direct light, checking seam alignment and thread tension. He also manages the small repairs that come back from wholesale clients, which keeps the feedback loop short.
Customer and wholesale liaison
Aisha coordinates direct orders and guesthouse accounts. She knows the deep-pocket range by heart and can tell you which fitted sheet suits a 35 cm mattress without pulling out a measuring tape.
Every batch is cut in small runs so the same hands handle the fabric from start to finish. We keep thread counts honest, test new suppliers before committing, and reject any roll that does not meet our shrinkage standards. That is why the percale feels the same whether you order one set or fifty for a guesthouse.