What Brooklinen does

Brooklinen is a Brooklyn-headquartered, direct-to-consumer premium home textiles brand founded in 2014 that designs, manufactures, and retails bedding, bath, and loungewear products. Its core assortment spans multiple sheet fabrications (Luxe Sateen at 480-thread-count long-staple cotton, Classic Percale, Washed European Linen from Certified European Flax manufactured in Portugal, Washed Classic Percale, Heathered Cashmere, Brushed Flannel), comforters (Down at 650 fill power, Down Alternative, Breezeweave Reversible Cotton, Washed Classic Percale), pillows (Down, Down Alternative, Marlow memory foam), a tiered towel and robe line (Super-Plush Turkish Cotton, Plush, Dreamweave Waffle), bath accessories (mats, shower curtains, beach towels), and complementary categories (laundry care, candles, silk accessories, artist collaborations). Proprietary technical differentiators are concentrated in fabric science — most notably a Luxe Sateen fabrication developed over three years of customer feedback with enhanced finish and increased thread count for durability — rather than in software or AI systems.

The company operates a digital-first DTC model through its Shopify storefront at brooklinen.com, supplemented by seven physical retail showrooms across New York (West Village, Williamsburg), Philadelphia, Washington DC, Chicago, San Francisco, Santa Monica, San Diego, and a West Hollywood Pacific Design Center location, plus nascent Trade & Hospitality and Corporate Gifting programs. Revenue is generated through unit-priced product sales (sheet sets $135–$500, bundles up to 50% off), frequent seasonal promotional events (Black Friday, Memorial Day, July 4th, Anniversary Sale, Sleep Week, Labor Day, Friends & Family), and a three-tier rewards loyalty program (Silver/Gold/Platinum) with subscription-like retention mechanics. Primary customer segments are DTC home shoppers seeking premium sleep and bath essentials, with secondary Trade & Hospitality and youth/lifestyle-crossover segments targeted through partnerships (e.g., the DedCool Sleep Mode collaboration). Co-founder Vicki Fulop and CEO Billy May lead a 101–250-person organization that has scaled to an estimated $300 million in revenue, supported by approximately $60 million in disclosed venture funding across FirstMark, Summit Partners, and Freeman Spogli rounds between 2017 and 2021.

Brooklinen's commercial moat rests on intangible brand equity (editorial validation from Wirecutter, Architectural Digest, Oprah's Favorite Things, Good Housekeeping, Vogue, GQ; 150,000+ five-star reviews; 1 million+ Luxe Sateen sets sold) and on a hybrid online/offline distribution footprint that is unusual for a digitally native vertical brand. The current strategic posture is an 80%+ product-assortment refresh through 2026, multi-channel brand investment via the April 2025 "Best In Bed" campaign, and lifestyle partnerships targeting younger and style-conscious consumer segments.

Name

Brooklinen

Legal name

Brooklinen

Website

https://brooklinen.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Home Textiles (Bedding & Bath Linens)

NAICS

Mattress Manufacturing (33791)

akta.pro primary industry

Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD)

Keywords

• Premium bedding products
• Bath linens and towels
• Direct-to-consumer home goods
• Bedding manufacturing
• Home textile retail

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. DTC Bedding and Bath Product Sales: Brooklinen generates revenue primarily through direct-to-consumer online sales of premium bedding and bath products including sheet sets, comforters, duvet covers, towels, robes, and bundled packages. The company operates a $300 million revenue business through its DTC model with omnichannel retail expansion.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Brooklinen designs and sells premium bed and bath linens, including sheet sets, comforters, duvet covers, pillows, quilts, blankets, towels, robes, and bath accessories. The company operates a direct-to-consumer e-commerce storefront at brooklinen.com, supported by seven US retail showrooms, with all products designed in New York City and manufactured primarily in Portugal.

Product overview

Brooklinen is a premium direct-to-consumer bedding and bath brand offering a comprehensive portfolio of products across two main categories. The bedding collection includes multiple sheet fabric types (Luxe Sateen, Classic Percale, Washed European Linen, Washed Classic Percale, Heathered Cashmere, Brushed Flannel), duvet covers, comforters (Down, Down Alternative, Breezeweave Reversible Cotton, Washed Classic Percale), pillows (Down, Down Alternative, Marlow), mattress protectors, and decorative quilts and blankets (Dreamweave Waffle, Washed Linen, Weekend Wash, Ribbed Matelasse). The bath collection features towels in three plushness levels (Super-Plush, Plush, Dreamweave Waffle), robes (Super-Plush, Shorty, Waffle), bath mats, shower curtains, and beach towels. Brooklinen offers various bundle configurations (Hardcore Sheet Bundle, Whole Bedding Bundle, Duvet & Quilt Sets, Bath Bundles) to maximize customer savings. The brand has expanded into complementary categories including laundry care, candles and home fragrance. Strategic collaborations include a DedCool fragrance partnership and artist collaborations like the Caroline Z. Hurley blockprint quilt. All products are designed in New York City with manufacturing primarily in Portugal, and the brand maintains physical retail locations across the US.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxe Sateen Sheet Set Premium 480-thread count, 100% long-staple cotton sateen weave sheet set, OEKO-TEX certified. Brooklinen's #1 best-selling and most-awarded sheet collection.
• Classic Percale Sheet Set Cool, crisp 100% long-staple cotton percale weave sheet set. Wirecutter best-pick and the sheets that started the Brooklinen brand.
• Washed European Linen Sheet Set Airy, relaxed linen sheets made from Certified European Flax and manufactured exclusively in Portugal. Condé Nast Architectural Digest approved in 2025.
• Washed Classic Percale Sheet Set Breathable, soft-from-first-wash washed percale sheet set with a lived-in aesthetic.
• Heathered Cashmere Sheet Set Warm, indulgent sheets made from a heathered cashmere blend for a luxurious cozy sleep experience.
• Brushed Flannel Core Sheet Set Cozy, comforting flannel sheets with a brushed finish for warmth in colder months.
• Down Comforter Premium down comforter with 650 fill power Hutterite duck down fill, baffle box construction, and 100% cotton sateen shell; available in lightweight, all-season, and ultra-warm options.
• Down Alternative Comforter Hypoallergenic, animal-free comforter offering the comfort of down without animal products.
• Breezeweave Reversible Cotton Comforter Reversible cotton comforter with proprietary Breezeweave construction for temperature regulation; one-fluff design with no duvet insert needed.
• Washed Classic Percale Comforter Comforter made from washed classic percale fabric with a soft lived-in feel and breathable cotton percale weave.
• Down Pillow Premium down-filled pillow with soft, supportive fill for comfortable sleep positioning.
• Down Alternative Pillow Hypoallergenic, animal-free pillow alternative to down with similar comfort and support.
• Marlow Pillow Memory foam pillow offering ergonomic support and comfort across sleeping positions.
• Duvet Covers Collection of duvet covers available in Luxe Sateen, Classic Percale, Washed European Linen, and other fabric options to coordinate with sheet sets.
• Hardcore Sheet Bundle Bedding bundle including 1 fitted sheet, 1 flat sheet, 1 duvet cover, and 4 pillowcases; available across multiple fabric lines with up to 50% discount.
• Whole Bedding Bundle Complete bedding bundle including 1 fitted sheet, 1 flat sheet, 1 duvet cover, 4 pillowcases, 1 comforter, and 2 pillows for a full bedroom refresh.
• Dreamweave Waffle Bed Blanket Brooklinen-exclusive waffle-textured bed blanket with cooling and textural properties, offered in seasonal colors.
• Washed European Linen Quilt Relaxed, airy quilt made from European linen for a casual, luxurious bed aesthetic.
• Weekend Wash Quilt Ultra-soft, plush quilt featuring weekend-wash technology for enhanced softness and comfort.
• Super-Plush Turkish Cotton Bath Towels Thick, ultra-soft, spa-worthy bath towels made from premium Turkish cotton; Oprah's Favorite Things selection.
• Plush Turkish Cotton Bath Towels Mid-weight, soft bath towels with an exclusive proprietary weave balancing softness and absorbency.
• Dreamweave Waffle Bath Towels Lightweight, fast-drying bath towels with textured waffle weave construction and minimal shrinkage.
• Super-Plush Robe Award-winning spa-worthy robe made from super-plush Turkish cotton; brand's fastest-growing customer-acquisition category.
• Super-Plush Shorty Robe Shorter version of the signature super-plush robe for those preferring a more compact style.
• Dreamweave Waffle Robe Lightweight waffle-textured robe with the same quick-drying, breathable properties as the Dreamweave waffle towel collection.
• DedCool x Brooklinen Sleep Mode Super-Plush Robe Limited-edition Super-Plush Robe co-branded with scent brand DedCool including a 1-ounce Sleep Mode fragrance bottle; priced at $150.
• Beach Towels Extra-soft, fast-drying beach towels designed for pool and beach use.
• Bath Mats and Rugs Collection of bath mats and rugs (Plush, Reversible Looped, Soft Weave, Handwoven, Tufted) coordinating with the towel line.
• Shower Curtains Collection of shower curtains in Dreamweave Waffle, Linen, and Patchwork designs that coordinate with the towel and bedding collections.
• Down Alternative Mattress Topper Hypoallergenic mattress topper adding comfort and protection to existing mattresses.
• Laundry Care Products Specialized laundry care products designed for maintaining the quality of Brooklinen bedding and bath products.
• Candles & Home Fragrance Home fragrance products including candles to complement the bedroom and bathroom environment.

Quantifiable outcome

• Over 1 million Luxe Sateen sets sold since brand launch
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• DedCoolminorGTM or Marketing Partner · 19 May 2026Brooklinen partnered with scent brand DedCool to launch a co-branded pillow and bathrobe fragrance called Sleep Mode, selling a limited-edition Super-Plush Robe with a 1-ounce scent bottle for $150. The collaboration highlights Brooklinen's booming robe business, which has become the brand's fastest-growing customer-acquisition category. The CMO indicated the brand seeks partnerships with companies aligned tonally and philosophically around youth, creativity, and self-expression rather than scale.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Matouk: US-based heritage luxury linens maker offering premium bed, bath, and table linens with deep hotel/wholesale relationships. Comparable to Brooklinen on premium quality tier and product mix but traditionally more wholesale/trade-channel oriented.

Direct peers

• Snowe Home: DTC home essentials brand offering premium bedding, bath, and table linens. Comparable to Brooklinen on direct-to-consumer model, premium materials, and minimalist brand aesthetic.
• Parachute Home: Premium DTC bedding and bath linens brand, also manufactured in Portugal, selling sheets, duvets, towels, robes, and sleepwear. Closely comparable to Brooklinen on product mix, price points, GTM, and target customer.
• Boll & Branch: Premium DTC home textiles brand specializing in Fair-Trade-certified sheets, comforters, towels, and loungewear. Directly comparable to Brooklinen on category, channel, and ethical-premium positioning.
• Riley Home: DTC bedding brand offering sheets, duvets, comforters, and bath essentials in a similar premium tier. Comparable product mix and DTC-first GTM to Brooklinen, with overlapping press positioning.
• Coyuchi: Premium DTC home textiles brand focused on organic and sustainably sourced sheets, towels, robes, and loungewear. Closely comparable to Brooklinen on product mix, sustainability positioning, and premium price points.
• Casper: Originally a DTC mattress brand, Casper has expanded into sheets, comforters, pillows, and bedroom furnishings — overlapping Brooklinen's bedding categories with similar DTC and omnichannel retail strategy.

Broad incumbents

• Pottery Barn: Established home furnishings retailer offering bedding, bath, and bedroom essentials. Comparable to Brooklinen on bedroom product categories but operates at much larger scale with a different (catalog + store) heritage GTM.
• West Elm: Williams-Sonoma-owned home goods retailer with a broad assortment including premium bedding, bath, and home decor. Overlaps with Brooklinen on bedding and bath but competes across a much wider category portfolio.

Emerging players

• Loomstead: Newer DTC bedding brand offering premium sheets, comforters, and pillows with an emphasis on value-driven premium positioning. Comparable to Brooklinen on category and channel but with a narrower assortment and earlier stage.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brooklinen
• Facebookfacebook.com/Brooklinen
• Instagraminstagram.com/brooklinen
• Pinterestpinterest.com/brooklinen
• LinkedInlinkedin.com/company/brooklinen

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brooklinen