New Year, renewed focus: How Secret Linen Store champions women in menopause
As we kick off the new year, it’s natural to set fresh goals for ourselves and our organisations – especially when it comes to supporting our people.
At Secret Linen Store, founder Molly Freshwater has taken this mission to heart by championing the needs of women navigating the perimenopause and menopause. In this piece, Molly shares her personal journey and how it has inspired a company-wide commitment to making life better for women during this transformative phase. From developing innovative products designed for comfort and cooling to fostering open conversations about menopause, Molly and her team are leading the charge in creating thoughtful solutions for women’s well-being.
Whether you’re rethinking your HR strategies or looking to support inclusivity through innovation, Molly’s insights offer a compelling reminder of the impact that even small changes can have.
Embracing change
My personal journey through menopause has been a significant inspiration behind Secret Linen Store’s mission to support women experiencing perimenopause and menopause.
Like many, I face symptoms such as brain fog, and it has led me to develop personal strategies, such as a long walk every morning to clear my head. With sunlight, fresh air, and time to think, I can prepare for my day and keep symptoms at bay. In this article, I want to share how Secret Linen Store is committed to supporting women during this life-changing phase, and I encourage other brands to follow suit.
For me, it’s about the little things. Self-care at this time of life is vital, and if that means making your bed look and feel good, then that’s a big tick too.
Navigating perimenopause has been quite the journey—both challenging and enlightening. I’ve faced hormone shifts, hot flushes, and sleepless nights, and they opened my eyes to a significant gap in products and education for great sleep tailored to menopausal women. Realising how underserved this group is, I felt a strong urge, both personally and professionally, to create textiles designed for them and provide the information they need to make good decisions.
So where did we start?
The journey to support peri- and menopausal women began with a thorough review of our collections and development plans. We conducted extensive research and consulted with experts. Understanding that certain materials are excellent for keeping the body cool led us to several lightbulb moments in product design.
For example:
- Wool is renowned for its natural insulating properties. Not only does it provide warmth, but it also wicks away moisture to keep you cool. As a result, we’ve created a wool duvet available in three togs.
- For bed linen, we’ve expanded our range to include linen and hemp collections. These materials offer excellent temperature control, which is a lifesaver for managing hot flushes and night sweats.
These aren’t just comfortable, beautiful products—they are about making life a little bit better for women experiencing menopause.
We work closely with trusted suppliers in Portugal and the UK to ensure our products maintain high quality. These long-standing partnerships allow us to produce goods that are ethically made, durable, and have minimal environmental impact. By collaborating directly with suppliers, we oversee every step of the production process, from sourcing sustainable materials to implementing eco-friendly manufacturing methods, upholding our commitment to both the planet and our customers.
Listening and improving
Feedback from our wonderful customers has been vital. Women have shared touching stories of better sleep and comfort, validating our efforts and inspiring us to keep improving. This customer-focused approach ensures our products genuinely help those they’re designed for.
But we won’t stop here. At Secret Linen Store, one of our core values is the commitment to always seek improvement, no matter the challenge. This ethos drives us to innovate and enhance our products to meet the diverse needs of all our customers, including those navigating menopause.
By listening to feedback, conducting research, and engaging with our community, we continually refine what we offer. This relentless pursuit of improvement ensures our products are not just functional but indispensable—providing comfort and support at every stage of life. We’re creating an inclusive range that feels like a gentle hug, reassuring everyone that they are seen, heard, and valued.
Is there a market for other brands?
Absolutely. Menopause is a journey every woman experiences, marking a significant life transition. Tackling this market isn’t just about business—it’s about raising awareness and breaking the menopause taboo that often leaves women feeling isolated and misunderstood.
By offering thoughtfully crafted products backed by research, brands can truly change women’s lives, providing the support and resources they need to navigate this phase smoothly. Helping women thrive during this time not only improves their quality of life but also fosters a more open and supportive conversation around menopause.
A call to self-care
I can wholeheartedly say that when things look and feel great, it makes a difference. A table laid in lovely linens can lift your mood, and creating a serene bedroom with comfortable, functional textiles can transform how you feel about bedtime.
At Secret Linen Store, we’re proud to lead by example, and we hope to inspire other brands to recognise and support the unique needs of menopausal women. Together, we can make life that little bit better for everyone.
