Walmart has unveiled Allswell, a design-centric home brand, launching with its debut collection of luxe mattresses and bedding. The female-helmed startup, led by Arlyn Davich, has renamed the King-sized mattress the “Supreme Queen” in recognition of all women, who deserve the highest honour. Allswell marks Walmart’s first homegrown digital brand. As part of an ongoing e-commerce strategy to differentiate the assortment offered through its family of e-commerce sites, Allswell marks Walmart’s first homegrown digital brand aimed to deliver an elevated assortment and increasingly convenient shopping experiences for the company’s expanding base of customers.

Allswell’s first collection is for home’s true sanctuary – the bedroom. Designed to give women the shopping experience they crave, Allswell provides a seamless digital experience for crafting a dream bed; from the optimal mattress to the perfect accent pillow and everything in between. The collection, exclusively sold on, includes two luxe mattresses – The Softer One and The Firmer One – and four limited-edition bedding sets, or “Bedscapes,” curated by top tastemakers including Genevieve Gorder (TV host; HGTV), Rachel Parcell (blogger and women’s clothing designer; Pink Peonies), Jeremiah Brent (interior designer; TLC) and Athena Calderone (entertaining expert; EyeSwoon).

Each Bedscape embodies the tastemaker’s design aesthetic: Brent’s Bedscape is named “New American,” Gorder’s “Globally Inspired,” Parcell’s “Modern Glam” and Calderone’s “Tonal Textures.” Allswell is led by Arlyn Davich, a successful entrepreneur with a decade of CEO experience, who will oversee launch, growth, and operations as president. “Women aspire to have a beautiful, well-designed home, and not just a comfortable mattress,” said Davich. “Now women don’t have to choose form or function and they can have it all in a few clicks.” Allswell was named after extensive conversations with shoppers, especially women, about how they wanted to feel at home, particularly before resting their head on their pillow.

“We heard loud and clear that people craved the ability to feel that all is well in the world – both on the days when the stars aligned and through life’s tougher moments. The name ‘Allswell’ embodies that philosophy,”Arlyn Davich, Allswell President, said. Both Softer and Firmer versions measure a full 12-inches tall, come with a built-in plush topper, are encased in a specially-woven fabric designed to feel cool to the touch and are constructed with natural ingredients like plant-derived oils, charcoal and green tea extract. The Softer One layers performance memory foams that provide both breathability and support. The Firmer One layers these same memory foams atop several hundred individually wrapped 13-gauge coils for added support. Both mattresses are finished with a silver cording that is as beautiful as it is strong.

On the bedding front, Allswell partnered with a curated group of top mills and artisans to craft its sophisticated, modern and comfortable Launch Collection. The percale sheeting and duvets offer a light yet luxurious feel achieved through a unique blend of cotton and Tencel, and garment washing process. Blankets and coverlets are stonewashed for a textured effect and livedin appearance. Accent pillows and throws come in both bold patterns and muted colours, offering options for statement pieces or design versatility. Utility bedding like duvet inserts and pillows combine Hygro Cotton hollow core yarn, which boasts temperature regulating benefits, with hypoallergenic fibre fill. Allswell has recruited a roster of customer support agents (“Allstars”) who assist shoppers with everything from pre-order questions to scheduling White Glove deliveries