How one mum turned a bedwetting nightmare into a seven-figure business empire

When Catherine Longland could not find waterproof bedding that was actually comfortable for her daughter, she built the solution herself.

Four years on, Hygge Sheets is a seven-figure brand selling across the UK, Europe and North America; all with no outside investment.

In 2021, Ms Longland was facing a problem familiar to millions of parents but spoken about by very few: her daughter was wetting the bed, and nothing on the market seemed to help.

"When I was looking for a solution myself, I found it surprisingly difficult to find the right product. I wasn't even sure what to search for online, and it took me far longer than I expected. At the time, I wondered whether I was the only parent facing this challenge."

"I think the moment it became a business rather than just a personal frustration was when we received our very first order. I still remember it now."

According to the entrepreneur, when the order came through, she realised "there were probably many other families looking for the same thing".

Armed with £10,000 of savings and a spreadsheet at her kitchen table, Ms Longland founded Hygge Sheets, which offers bedding designed to be genuinely waterproof yet still comfortable.

The business turned over £80,000 in its first year, hit seven figures by 2024, and has remained a multi-million-pound brand ever since.

Notably, there was no grand plan. Ms Longland and her husband, Paul, built the business alongside their full-time jobs, working in the evenings once their children were asleep.

"I had a background in e-commerce, but I'd never sold on Amazon before, and Amazon was the first channel we launched on.

"My husband and I would spend evenings after the children had gone to bed watching YouTube videos, learning how Amazon worked, speaking to suppliers, reviewing samples, and trying to figure everything out as we went."

The couple made the decision not to take outside investment, instead reinvesting every pound the business earned until they could both leave their jobs.

"We weren't one of those businesses that raised money and tried to scale overnight. There were certainly moments where outside investment could have accelerated things, particularly as demand increased and we expanded into new markets, but we've never felt pressured to chase growth.

"One of the advantages of remaining self-funded is that we've been able to make long-term decisions based on what is best for our customers and our family. Looking back, growing more steadily has allowed us to build a stronger and more sustainable business."

Bedwetting affects a huge number of families, yet it remains a subject most parents avoid. Ms Longland believes that silence is precisely what gave Hygge Sheets its opening.

"One of the biggest surprises for me has been how common it is. Almost everyone I speak to has either experienced it with their own child or knows a friend or family member who has. Yet very few people talk about it openly.

"Most brands are happy to talk about daytime potty training, but far fewer are willing to have conversations about bedwetting, nighttime dryness, or the transition away from pull-ups. By talking openly, honestly, and without judgment, we created a space where families felt understood."

For Ms Longland, who has spent years reading the research and speaking with doctors and specialists, the mission goes well beyond bedding.

"What I've learned is that bedwetting is about much more than wet beds. It's about a child's confidence, emotions, and self-esteem. Historically, bedwetting was often viewed as laziness, bad behaviour, or something a child was doing on purpose.

"We now know that's not the case. There are many reasons why children wet the bed, and most are linked to development rather than choice.

"Our goal has never simply been to sell products. It's to help families feel less alone, reduce shame around the subject, and make children feel that this phase is far more common and normal than many people realise."

International expansion came earlier than most founders would dare and proved easier than expected. Her advice to other founders eyeing overseas markets? "Don't let fear stop you!"

Ms Longland explained: "I think a lot of founders can be intimidated by international expansion and assume it's something that's only possible for much bigger businesses. We saw demand from customers in other countries and decided to go for it.

"Whether you're in Derby, Dallas, or Düsseldorf, parents are often facing the same challenges."

Citing her own experience, Ms Longland said: "Do your research, make sure you're meeting the necessary requirements, but don't assume international expansion is only for large businesses."

The brand has since expanded beyond children's bedding into the adult incontinence and caring communities — "areas where people can often feel overlooked".

Running a multi-million-pound business while raising a family is, Ms Longland admits, a constant juggle rather than a solved equation.

She shared: "I'm not sure balance is ever something you fully achieve. It's more something you're constantly adjusting."

The flexibility of founder life means she can do the school run and attend school events, but the trade-off is real. "

"We take work with us everywhere. Whether we're on holiday, at a theme park or sitting on the sidelines of a sports club, there are often messages to answer, decisions to make, or problems to solve. As founders, we don't really switch off completely."

And her advice to other women hoping to build something of their own?

"My advice to other women would be not to chase a perfect version of balance because I don't think it exists. Instead, focus on creating a life that works for you and your family."