Luxury home brand Brooklinen is planning to triple its brick-and-mortar retail presence, first with the addition of four stores in new markets in 2022 and plans to reach 25 to 30 locations by the end of 2024. The brand also will expand its international presence with a warehouse in Canada and introduce a hospitality-grade collection for hotels and bed and breakfasts.
Brooklinen’s physical expansion was inspired by 227% year-over-year sales growth at its retail stores in Brooklyn and Manhattan. The retailer will now open stores in Los Angeles, Philadelphia, Portland, Ore. and San Francisco in April, May and June. Further expansion will be guided by utilizing customer data and feedback to address specific local needs to inform future openings.
“Beyond growing the business, our intention with retail is to authentically integrate into each community where we put down roots,” said Josh Illig, VP of Retail at Brooklinen in a statement. “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.”
Brooklinen’s brick-and-mortar expansion was previously announced after the company raised $50 million in March 2020. At that time its stated goal was reaching the 30-store mark by 2023. The plans were likely delayed due to the impact of COVID-19, but recent sales growth is a sign that the expansion can begin.
Brooklinen was an ecommerce pure play until November 2018, when it launched its first pop-up store in just four weeks — an experience that would inform its move into permanent stores.
“If you think about our price point and our categories, it’s not like you’re strolling by and then you suddenly decide to buy a few hundred dollars’ worth of pillows,” said Rich Fulop, Co-Founder and CEO at Brooklinen in a July 2019 interview with Retail TouchPoints. “You come there because you were looking for the best pillows. You’ve been wanting to purchase from this brand and now’s your opportunity to interact with it.”
Brooklinen’s digital operations remain an important part of the business. The retailer already does business in Canada, but opening a dedicated warehouse in the country will reduce shipping costs and allow for expedited delivery options.
“The world of shopping has completely transformed since we got our start in 2014, and so has the way our customers experience Brooklinen,” said Fulop in a statement. “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.”