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Brooklinen Goes From Pure-Play DTC To Pop-Up Retailer In Four Weeks
- Published in Omnichannel / Cross-Channel Strategies
- Written by Glenn Taylor
Generally, when a brand decides it wants to open a pop-up store, team members have months to plan and some idea of how to carry it out. But with the lofty goal of opening a 2,000-square-foot pop-up shop in under four weeks, the Brooklinen operations team had to move quickly. Before opening the pop-up in New York’s SoHo neighborhood in November 2018, the Brooklinen team managed both to find the ideal location and centralize its merchandising efforts to deliver the right products to its shoppers. Brooklinen, a direct-to-consumer brand selling luxury bed sheets, pillows, comforters and blankets, had been an online-only seller since its inception in late 2014. Co-founders/husband-and-wife duo Rich and Vicki Fulop launched the company on Kickstarter, and within two years grew it to $25 million in revenue. But in late 2018, the retailer found a “great real estate opportunity that we couldn’t ignore and we had to jump on it,” and decided that it was a necessary move to get a minimum number of viable products in front of its audience.
