It wasn’t until Habitat opened in 1964 that duvets hit the mass market. The founder of Habitat, Sir Terence Conran, discovered duvets being used in Sweden. He opened Habitat and started selling them, together with duvet covers. The duvet was marketed as the ‘10 second bed’ and the ease at making a bed was a real hit with the housewives. It was from then that the use of duvets caught on.