Brand Tone

Professional, Trustworthy, and Caring

Brand Values

• •Quality and Durability
• •Canadian Craftsmanship
• •Customer-Centricity
• •Family-Owned Heritage
• •Practicality

Best Practices

• •Always Mention "Made in Canada": This is a primary differentiator and a source of brand pride. It should be included in product descriptions, social media bios, and advertisements where possible.
• •Balance Professional and Caring Language: Use technical terms like "PUL fabric" or "percale weave" to establish professional credibility, but soften the copy with words like "cozy," "comfort," and "relax" to connect with the user's mission of care.
• •Speak to the End-Client's Experience: Frame product benefits around the therapist's client. Instead of "These sheets are durable," try "Offer your clients the consistent comfort of sheets that stay soft, wash after wash."
• •Reinforce the Family-Owned Story: Casually mentioning the brand's heritage ("family-run," "25 years of experience") in copy builds trust and adds a human element that larger competitors lack.
• •Focus on Long-Term Value: Emphasize that the higher quality of the linens translates to long-term savings and a better investment for a professional practice, justifying the price point compared to cheaper alternatives.

Social Perception

Reliable, high-quality, niche supplier for massage professionals in Canada, perceived as a local alternative to larger retailers, and recognized for Canadian-made products within its professional community.

Copy Examples

• •Softness that lasts. Quality you can feel. Your clients deserve the best, and so does your practice. Our Canadian-made flannel sheets are crafted for superior comfort and durability, wash after wash. Built by our family for your business. #MadeInCanada #MassageTherapy #SpaSupplies #RMTlife
• •Ultimate Protection, Undisturbed Comfort. Safeguard your table and foam warmers without sacrificing client comfort. Our medical-grade PUL fitted sheets are soft, breathable, and fully waterproof, making cleanup between sessions fast and effective. Durable for over 300 washes and proudly made in Devon, Alberta.
• •The Canadian Standard in Massage Linens. Stop replacing thin, worn-out sheets. Invest in linens that reflect the quality of your care. For over 25 years, Linens etc. has been the trusted choice for Canadian therapists seeking durable, comfortable, and professional-grade table linens. Shop our family-made collection today.
• •A touch of comfort for your clients, a load of laundry off your mind. Discover our new wrinkle-resistant poly-cotton sheets.
• •From Our Family to Your Practice. It all started 25 years ago with a simple request from a friend and a sewing machine. Today, our mother-and-daughters team still hand-finishes every set of linens with the same goal: to provide Canadian massage therapists with products that embody quality, care, and reliability. When you choose Linens etc., you’re choosing a piece of that heritage.