Wallace Cotton celebrates 20 years of comfort and style

Pictured above: Bill and Paula Wallace.

What began as a business founded around a kitchen table, Wallace Cotton this year marks its 20th anniversary, celebrating two decades of growth, a nationwide retail presence and an international customer base.

Founded in 2005 by husband-and-wife team Bill and Paula Wallace, the brand started with a simple belief: That everyday life should be both beautiful and comfortable. Their first bed linen orders were hand-packed for family and friends, with a mail-order catalogue slowly building momentum. Today, Wallace Cotton spans 12 stores across New Zealand, a well established ecommerce business, and loyal customers worldwide.

“Looking back, it’s extraordinary to see how far we’ve come,” says co-founder Paula Wallace.

“We believed then, as we do now, that beautiful living shouldn’t cost the earth. Our customers have been with us through every season, and we are so grateful for their support. One of my favourite things is hearing stories of customers who now bring their children and even grandchildren in to shop with us. We love being a part of people’s lives.”

Over the years, the business has expanded from bed linen into pyjamas, homewares, and more recently, a fast-growing garment collection; all reflecting the brand’s signature blend of natural fabrics, unique design and lived-in comfort. The opening of a new Dunedin store this year marked another milestone in its steady growth.

Bill says durability remains central to the company’s ethos. “As the business has grown, so too has our responsibility to create products that last, both in style and quality. I’m proud that we’ve stayed true to our roots while embracing new ideas, materials and technology to make Wallace Cotton a brand people can trust for the long term.”

CEO Damian Dobb credits the company’s longevity to a careful balance of evolution and authenticity. “Our customers value authenticity, and that’s something we’ve never compromised on. We’re still proud to be a New Zealand-owned, family-founded company, and we’re excited to continue expanding the brand for another 20 years.”

To mark its milestone, Wallace Cotton will launch a special anniversary collection in October. At its centre is the hydrangea, a design motif that has run through the brand’s history. Chosen as the “most loved” print in a customer poll, the floral pattern has been reimagined as the Beloved Hydrangea collection.