Cultiver Founder, Nicolle Sullivan, on Building a Lifestyle Brand

When Nicolle Sullivan launched CULTIVER in 2012, linen bedding was still a niche proposition, coveted by a discerning few but largely overlooked by mainstream consumers. Over the past decade, however, the category has undergone a significant transformation. Once seen as a luxury reserved for European guesthouses or stylist-curated homes, linen has made its way into bedrooms around the world, reshaping how we think about everyday comfort and quality. Amid this shift, CULTIVER has stood out as a pioneer, not just for championing the fabric early, but for elevating it with a strong design sensibility and lifestyle-driven brand approach.

Sullivan’s story, is one of instinct and innovation. A former banking executive, she left the corporate world to follow a creative vision inspired by her European heritage and a personal search for beautiful, thoughtful home essentials. What began as a direct-to-consumer linen bedding brand has evolved into a full-scale lifestyle offering, with two immersive retail stores, hospitality partnerships, and collaborations with leading creatives like Colin King. CULTIVER didn’t just tap into a trend—it helped shape the new standard for relaxed luxury at home, where materiality, function, and aesthetic coexist with ease.

In this interview, we speak with Sullivan about the origins of CULTIVER, what makes linen such a compelling choice, and how the brand continues to evolve in a crowded yet ever-growing category. As linen bedding becomes a staple for more households, CULTIVER remains a touchstone for those seeking timeless design, elevated essentials, and a connection to craft.

Let’s start at the beginning. Where did you grow up, what did you study (if at all) and what path — both professional and personal — brought you to where you are today? 

I grew up in Sydney, Australia. Having spent my childhood holidays visiting family in eastern Europe, an appreciation and love for quality textiles and fabrics was seeded, that came back to me when I was furnishing our first family home. That exposure to a culture that values heirlooms has been a source of inspiration for me and what I do now. I started CULTIVER in 2012 while I was on maternity leave from my prior career in banking. I was really interested in brands that evolve into something special, beyond the transactional aspect of what products they offer. I became determined to make CULTIVER one of those brands. The brand began in 2012, and was part of the shift a lot of us experienced from sleeping in cotton to linen and falling in love with this bedding fabric.

If someone still hasn’t tried linen sheets, what would say to convince them to make the change?

It's really hard to put into words what a difference it makes. I would probably convince them by referring to the all the converts we hear from who can never go back to anything else after trying linen.

Bed linen is one of the first items we buy ourselves when we start to build independent lives. Where do you recommend people begin when starting their linen collection? What should their essential linen wardrobe consist of? 

I would start with 2 things - a linen sheet set to make going to bed feel the best it can, and a heavyweight bedcover that can bring effortless elegance to your bedroom and double as a lightweight blanket during the warmer months. 

You have two beautiful stores in Sydney. How have your physical spaces impacted the CULTIVER brand, what was your brief to designer Phoebe Nicole for these spaces, and do you see more stores on the horizon?

Our stores have brought so much to our brand. We thrive on the connection with our customers and creating beautiful spaces to inspire. The alignment with Phoebe was so natural, our references crossover and she had a great understanding of our objective to create a unique retail experience filled with beauty. Yes to more stores! 

I can only imagine you must have the best made bed, what is currently your favourite bedding on rotation?

I have made quite a dramatic shift recently! After a long time of variations on white (pinstripe and white piped with navy very subtle variations) I have moved into a bold combination of Sand sheets with a Royal bedcover from our first collection with Colin King. It feels very classic in a different way to white.

What is your favourite housewarming gift to give?

I love giving our Fia napkin set - it comes wrapped with a leather tie which makes for a lovely presentation and napkins are always useful.

You have partnerships with restaurants and hotels, where are some of your favourite places CULTIVER is part of the hospitality experience? 

The Paramount Hotel in Sydney is a favourite for their considered hospitality touches and distinctive style. Many guests sleep in linen for the first time there and the experience is elevated by the other tactile design elements of the space.
 

Who are your favourite interior designers to follow for inspiration?

Not that I am above social media, but I do tend to get inspiration more indirectly - fashion, art, travel and reading.

Where to from here? What’s next for CULTIVER? 

We are excited about adding to our retail footprint around Australia - watch this space!