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04/12/2022

Luxury DTC bed and bath brand Brooklinen to grow store fleet

Marianne Wilson
Editor-in-Chief
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Brooklinen
Brooklinen has set of goal of 25 to 30 stores by the end of 2024.

Brooklinen is growing its brand on a number of fronts.

The digitally native, direct-to-consumer luxury bed and bath retailer announced several growth initiatives for 2022, including expanding its fledgling store presence outside of its New York home base.

Brooklinen, which currently has stores in Brooklyn and Manhattan, plans to open locations in Los Angeles, Philadelphia, Portland and San Francisco by June of this year. Looking further out, the company plans to double its retail presence next year and the year following, with the goal of having anywhere from 25 to 30 stores by the end of 2024. 

Brooklinen, which said its retail stores had a record 227% growth in year-over-year net sales in 2021, plans to dedicate significant time to each new location – utilizing customer data and feedback on locations and store types to inform future openings, drive profitability and best address customer needs. 

"Beyond growing the business, our intention with retail is to authentically integrate into each community where we put down roots," said Josh Illig, Brooklinen's VP of retail. "Customers can expect thoughtful partnerships and events with local charities, businesses, and artists in every city. We love creating genuine interactions in our stores and look forward to bringing that experience across the country." 

In other growth initiatives, Brooklinen is launching its first-ever hospitality-grade collection, called Brookline for Business, for boutique hotel and B&B customers.

“These durable and cost-effective offerings will help Brooklinen's hospitality clients – currently based in 46 out of 50 states and 10 countries worldwide – continue to stay comfortable in more effective ways,” the company stated.

In addition, Brooklinen will open a warehouse in late summer in Canada. It is intended to better serve customers in the region, lowering shipping costs and offering more expedited shipping options. 

Since launching in 2014, Brookline has expanded beyond its signature bedding items to include bath goods, loungewear and accessories.

"The world of shopping has completely transformed since we got our start in 2014, and so has the way our customers experience Brooklinen," said co-founder and CEO Rich Fulop. "As our business reaches new heights, we're excited to continue meeting our customers wherever they want to find us through conscious, deliberate omnichannel expansion."