Consumers are becoming increasingly knowledgeable about premium fabrics and as a result, the popularity of certain bedroom fabrics has grown.

A survey conducted by The Times concluded that both Egyptian cotton and thread counts have become well known phrases over the last 5 years.

John Lewis’ bed linen buyer, Fiona Cauldfield has observed a rise in the popularity of 400 thread count linen, which is considered to be premium. They are now seeing the popularity of the 800 thread count rise in a similar fashion.