Direct-to-consumer bedding brand Brooklinen is making a major investment in brick-and-mortar retail, with recently announced plans to triple its retail presence over the coming year. The move comes as part of an overall expansion plan that also includes launching a hospitality-grade collection and opening a new warehouse in Canada.
Expanding beyond its retail presence in Brooklyn and Manhattan, Brooklinen will open stores in Los Angeles, Philadelphia, Portland, and San Francisco this year. The move comes as Brooklinen reported a record 227 percent year-over-year sales bump in 2021.
The Brooklinen store in Los Angeles will be the company’s largest outlet to date at 3,700 square feet, and the new stores will open throughout April, May and June this year. The brand also plans to double its retail presence in 2023 and 2024, with the goal of having anywhere from 25 to 30 stores by the end of 2024.
“The world of shopping has completely transformed since we got our start in 2014, and so has the way our customers experience Brooklinen,” said Rich Fulop, Brooklinen co-founder and CEO. “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.”
The company plans to monitor customer data and feedback from these new locations to inform further expansion and better suit 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 vice president 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.”
Along with retail expansion, Brooklinen will grow its product offering to include hospitality-grade sheets and towels under the Brooklinen for Business moniker to capitalize on the growing hospitality market. After suffering during the pandemic, the hospitality sector has made a significant rebound. According to a recent Deloitte report, travel bookings doubled in the United States between April and September 2021, and more than 80 percent of travelers stayed in hotels during the summer and holiday travel seasons that year.
The Brooklinen for Business line includes pieces inspired by the company’s popular Chill and Snuggle sheets, as well as its The Wrap towel. The collection launches this month with clients in 46 states and 10 countries.
To help facilitate this growth, Brooklinen plans to open a new Canadian warehouse in late summer 2022. The warehouse will help the company expedite shipping and lower freight costs for e-commerce orders in Canada.