Homestead curates luxury textiles with a pillowtop of practicality
By: Carolyn Kemmett
Pat Marshall has grown her business to include décor and fun seasonal items.
Photo by Rachel Pressley
She’s a self-described Type A personality, but Pat Marshall has created a Type O destination — an oasis of calm, that is, in the middle of downtown Hendersonville. Homestead offers premier linens, décor, and gifts, and Marshall has appointed a space so soft and relaxing, visitors might be tempted to hop on one of her display beds to snooze instead of go shopping.
“I’m a stickler for organization, and curate the store to provide a pleasant experience,” she says. “But at the end of the day, it’s all about offering a welcoming and comforting escape once shoppers cross the threshold.”
The store started out as a business partnership in 2001 with the moniker Homestead Fine Linens, but in 2008 Marshall bought out her business partner and rebranded as simply Homestead to reflect an expanding inventory. Shoppers can find nightwear and robes, women’s clothing and a small men’s department, area rugs, baby gifts, home and personal fragrance, and décor and gifts — “something for everyone who appreciates high-quality, user-friendly home products,” Marshall says. “We offer items at many price points that harmonize with diverse aesthetics — from traditional to trendy.” Someone who’s hunting for a housewarming gift “can be as fully accommodated as one who’s looking to outfit an entire room.”
Marshall’s first career was as a Special Education teacher, but the Connecticut native cut her retail teeth when she lived in Hilton Head, South Carolina, and worked at a large linens store. “I had a great boss who was truly a mentor and taught me a lot, from what it takes to successfully manage a store to all that goes into the buying process,” shares Marshall.
Photo by Rachel Pressley
After that chapter concluded, Marshall kicked around the idea of opening a linens store with a friend, after relocating to Western North Carolina. They went for it, and Homestead Fine Linens was born. As store co-owner, Marshall dove deep into product research, curating the highest quality inventory and building bonds with customers who continue to consist of both long-time locals and many out-of-towners.
Now, as Homestead’s sole owner, Marshall travels with associate Kathleen Corrao to wholesale trade hub AmericasMart in Atlanta to peruse more than 8,000 brands at a pop. “This allows us to carry products from core vendors, but add supplemental options,” explains Marshall. “We outfit the store’s four display beds with fresh linens each season. These choices set the direction for other seasonal purchases.”
Homestead’s merchandise is posh but practical — ideal for busy people with pets and kids. “Most of our bedding is pet-friendly and machine washable,” says Marshall. “Linens are also items where micropreferences abound. Some people are die-hard 100%-cotton-only types, while others like budget-friendly bamboo and microfiber options since they still offer breathability and are lightweight, but they’re also wrinkle free when they leave the dryer.”
Marshall urges folks not to get hung up on thread count. “A sheet gets softer as thread count climbs,” she says, “but also thicker, so you lose breathability. The sweet spot to aim for is the 350 range.”
Homestead is upscale but approachable.
Photo by Rachel Pressley
The store gives customers a sensory experience that’s impossible to get online. Samples of cases, shams, coverlets, and other textiles are displayed out of their packaging with clearly marked prices. “Customers can see and feel products, rather than looking at them through plastic,” explains Marshall. “Only in person, for example, can you see whether something is white or ecru.”
Although Homestead doesn’t offer formal design services, Marshall and her crew are happy to help customers pull a room together with the best products from brands such as Pine Cone Hill, Peacock Alley, TL at Home, and Pom Pom at Home, as well as Dash and Albert rugs. “We also have abundant fabric and rug samples, and can access many more things than are in the store,” Marshall notes.
“I’m fortunate to have my long-timers’ loyalty, and excited by the enthusiasm of my new customers,” she concludes. “I now have shoppers who visited here as children, which is special.”
Homestead, 110 North Main St., Hendersonville, 828-697-8787, open Monday-Saturday, 10am-5pm, closed Sundays. See “Homestead Linens” on Facebook.