The direct-to-consumer business model is trending, and for good reason: It makes the high-end product experience accessible to a broader market. However, not all DTC brands offer both the high quality of their traditional retail counterparts and truly lower prices.

10 Grove, a rapidly growing bedding company, wants to put this right. Founded by Goldman Sachs alum Rana Argenio W10, whose expertise comes from five generations of her family’s luxury textile business, the company sources from European fabric mills and manufactures ethically in-house in the U.S. 10 Grove has received praise from both Forbes and Esquire for its elevated approach to everyday luxe.

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