From the Ground Up – Sheet Society



The most successful business ideas are born out of necessity. And that’s exactly what happened to former-fashion designer Hayley Worley from Sheet Society back in 2017.

“I’d shopped for bedsheets in a big department store, and I thought I liked the colour. But when I took it home and unwrapped it and it was awful, and I couldn’t return it.

“With fashion, you can literally take all your clothes off and try them on, but there was no such experience with sheets. I just couldn’t reconcile those two shopping experiences.”

With the support of her husband Andy, Hayley quit her job and Sheet Society was born. Utilising her textiles and design experience, Hayley started to create the brand’s signature fashion-forward bedding.

Taking the hustle fulltime

A stint of maternity leave saw Andy join the business full time in 2019, but it was the infamous events of 2020 that saw this steadily growing Melbourne brand really take off.

“We’d bought all this stock and people aren’t going out, let’s go, this is our moment.”

Online and upwards

The brand’s exponential growth, which now includes a warehouse in Brunswick, a staff of 100, and purchases flooding in from all over the world, has largely been due to the brand’s online presence.

“We’ve just been trying everything – different channels, different tactics, seeing what stuck and then doubling down.

“We’re looking to expand different channels as well to help with our international growth.”

An augmented future

Harnessing the endless possibilities of technology, the entrepreneurial pair are continuing to push the boundaries of their products, their retail presence and the online experience for their customers.

“Just bolstering that offering of everything for the bed.”

Watch NAB’s Executive for Business and Private Banking, Andrew Irvine chat with Hayley and Andy from Sheet Society to hear about how they harnessed the e-commerce world to scale and grow their business.


This conversation is part of NAB’s business series – From the Ground Up – where we chat with Australia’s entrepreneurs, hearing about the trials and tribulations of their journey and their secrets for success.

Click here for previous episodes in the series.



Media Enquiries

For all media enquiries, please contact the NAB Media Line on 03 7035 5015

Related Articles

  • From the Ground Up

From the Ground Up – Ribbons and Bows Cakes

Emanuel and Zoe Hiou are in the happiness business. As owners of dessert and pastry business Ribbons and Bows Cakes, the family duo is dedicated to bringing quality delicious joy to their customers every day.

  • 14.03.2024
  • Time to read 1 min read
  • From the Ground Up

From the Ground Up – McLeans Freight Service

Hard work, integrity and reliability are not only the business values that Leisa Blok learnt from her late father Laurie over their years of working together, but also the key to the success of McLeans Freight Service.

  • 02.11.2023
  • Time to read 1 min read
  • From the Ground Up

From the Ground Up – Peninsula Hot Springs

Peninsula Hot Springs has been at the forefront of the Australian wellness movement since opening in 2005, creating not only a wellness space, but also a community in which people from around the world can heal.

  • 03.05.2023
  • Time to read 1 min read

Quick links

National Australia Bank — NAB

Sometimes When The Unexpected Happens, We Realise What We Truly Value. Whether A Home, Farm, Business Or Your Passion, NAB Is Here To Support You.

Business Research and Insights

For more business news and analysis, visit NAB’s Business Research and Insights.