American Blossom Linens
About the Company
American Blossom Linens emerged from a long-standing family business. Founded by Janet Wischnia, the company focuses on delivering high-quality, eco-friendly bedding made from 100% U.S.-grown cotton. Wischnia's family business, ATD-AMERICAN Co., dates back to 1931, initially a linen store in Philadelphia, which expanded into manufacturing and supplying bedding for the healthcare and hospitality industries. In 2019, Wischnia transitioned back to retail to create American Blossom Linens. This move represents the company's mission to produce sustainable, U.S.-made bedding, utilizing over 120 years of expertise in the textile industry. American Blossom Linens has since become an emblem of quality and American manufacturing in the bedding market.
Wischnia was inspired by the history and legacy of American manufacturing, particularly at a time when many textile jobs had moved overseas. Her company supports both environmental sustainability and local job retention, aligning with the public's increasing preference for responsibly sourced products. The brand has grown quickly, in part due to the pandemic, which highlighted consumers’ desire to purchase quality products that align with their values.
Idea Behind Company
The idea for American Blossom Linens arose when Wischnia stepped down from her role as president at ATD-AMERICAN Co. in search of a new direction for her career. She felt a drive to create something personally meaningful and culturally significant, leading to the concept of an American-made bedding brand that would emphasize sustainability. Wischnia's passion for both family legacy and the "Made in the USA" movement resonated with an emerging consumer interest in sustainable and locally sourced products.
With American Blossom Linens, Wischnia sought to meet the demand for high-quality, long-lasting, and eco-friendly products while promoting environmental responsibility. Additionally, she wanted to support American jobs and offer a trustworthy, durable option in the bedding industry. Wischnia’s vision was further validated by positive customer feedback, revealing a strong desire for quality, American-made goods. By focusing on sustainably sourced cotton and minimalistic, thoughtful packaging, Wischnia tapped into an underserved market for eco-conscious, locally made bedding.
Creating the Company
Wischnia's extensive experience in bedding manufacturing facilitated the development process. Her goal was to create a high-quality product that would be both durable and versatile. Key design decisions included using organic cotton, broader elastics, heavier fabrics, and designing sheets with user-friendly labels to identify the top and bottom sides. American Blossom Linens products are crafted to be long-lasting and eco-friendly, using recycled cardboard for packaging instead of plastic, with minimal packaging material.
The packaging design became an essential aspect of branding, reflecting American Blossom Linens' commitment to sustainability. Wischnia’s team also included a small gift in each package—a local peach tea made in Georgia, where the company's factory is based. This extra touch contributed to the brand's identity, helping differentiate the company and reinforcing the local, sustainable ethos. In its early stages, the brand focused heavily on product quality and eco-friendly packaging to appeal to customers interested in premium, sustainable goods.
Launching the Business
American Blossom Linens officially launched on January 1, 2019. Wischnia and her team encountered challenges transitioning from B2B to retail, especially regarding digital marketing, as the business previously sold primarily to healthcare and hospitality sectors. Initially, Wischnia outsourced web development but later took on the project in-house. Using Shopify, the team created an e-commerce site that highlighted American Blossom Linens' values and product quality. Wischnia also sourced photography to showcase their factory workers, underscoring the human side of their business.
The launch brought unexpected learning curves. Wischnia initially underestimated the need for advertising to attract traffic to the site. This realization shifted her focus, allocating about 80% of her time to marketing and public relations. American Blossom Linens expanded its marketing efforts, including social media, influencer partnerships, and email campaigns. The team also quickly realized the value of strong customer service, establishing direct communication channels to provide timely support, enhancing customer retention, and building loyalty.
Earnings
Today, American Blossom Linens generates around $50,000 in monthly revenue, with an average order value of $250. The company’s growth accelerated during the pandemic, with sales increasing by 400%. Most sales come from the online store, while some are through physical retail channels. Wischnia's strategy includes offering new product lines to engage existing customers, with future plans to expand into pillows, blankets, and other home linens.
Customer feedback and product reviews continue to play a vital role in guiding the brand's direction. Wischnia has focused on improving SEO, utilizing email marketing, and exploring different promotional channels, including PR features like ABC News. While some advertising ventures, such as magazine ads and radio spots, proved less effective, Wischnia embraced these as learning experiences. American Blossom Linens is on a steady growth trajectory, balancing profitability and plans for expansion with a commitment to quality and sustainable manufacturing methods.
