Pattern Brands
Pattern Brands is a New York-based holding company that acquires and scales direct-to-consumer home and lifestyle brands, operating a portfolio of Shopify-hosted e-commerce storefronts serving individual consumers across towels, bedding, kitchen tools, and lifestyle categories.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Pattern Brands does
Pattern Brands is a New York-based holding company that acquires, operates, and grows direct-to-consumer (DTC) home and lifestyle brands on a unified e-commerce platform. Founded in 2015 as Gin Lane and rebranded to Pattern Brands in June 2021, the company has built a portfolio of Shopify-hosted DTC brands including Onsen (modern waffle towels), Miracle Made (silver-infused performance bedding), GIR (premium silicone kitchen tools), Yield, Poketo, and Letterfolk. The core technology stack is built on Shopify for storefront operations, with a marketing and analytics layer comprising Google Analytics, Mixpanel, Microsoft Clarity, Northbeam, Hot Jar, Klaviyo, and Attentive for behavioral tracking, attribution, lifecycle messaging, and conversion optimization.
Pattern Brands firmographics
Firmographics- Name
- Pattern Brands
- Legal name
- Pattern Brands LLC
- Website
- https://patternbrands.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pattern Brands is a New York-based holding company that acquires and scales direct-to-consumer home and lifestyle brands, operating a portfolio of Shopify-hosted e-commerce storefronts serving individual consumers across towels, bedding, kitchen tools, and lifestyle categories.
- Ownership category
- akta.pro rank
Where Pattern Brands is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pattern Brands business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations
Revenue model
- E-commerce Product Sales: Pattern Brands generates revenue through the direct sale of consumer products across its portfolio brands (Onsen towels, Miracle Made bedding, GIR kitchen tools). Products are sold through brand-specific websites and the central Pattern Brands storefront, primarily via one-time purchase transactions. The company has expanded its Miracle Made silver-infused bedding line with increased U.S. availability, indicating ongoing product revenue growth.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
Pattern Brands product offering
Product offeringCore offering
Pattern Brands acquires, operates, and grows direct-to-consumer home goods brands on a unified Shopify-powered e-commerce platform. The company's portfolio includes Onsen (modern waffle towels), Miracle Made (silver-infused performance bedding), and GIR (premium silicone kitchen tools), each operating under its own dedicated brand website while sharing centralized marketing, analytics, and operational infrastructure.
Product overview
Pattern Brands operates as a portfolio company acquiring and growing direct-to-consumer brands focused on home-centric products. The company, formerly known as Gin Lane, has built a family of consumer brands including Onsen (modern waffle towels), Miracle Made (silver-infused performance bedding), and GIR (premium silicone kitchen tools). Rather than a unified platform, Pattern Brands functions as a parent company that acquires, operates, and scales distinct e-commerce brands with loyal customer bases in the home and lifestyle category.
Differentiator
Problem solved
Functional benefit
Brands
- Onsen: Modern waffle towels that dry fast, last long, and feel exceptional.
- Miracle Made
- GIR
Products and services
- Onsen Modern waffle towels designed to dry fast, last long, and feel exceptional. Marketed to individual consumers seeking premium home textiles through direct-to-consumer e-commerce at onsentowel.com.
- Miracle Made Performance textile brand offering silver-infused luxury bedding sheets with antimicrobial protection and temperature-regulating properties, marketed as sleep technology products to individual consumers via miraclebrand.co.
- GIR Premium silicone kitchen tools engineered to perform and built to last. Acquired by Pattern Brands in June 2021, representing the company's entry into kitchen accessories and sold directly to consumers via gir.co.
Quantifiable outcome
- Reduced microbial buildup by up to 99.7% in Miracle Made silver-infused sheets (based on referenced peer-reviewed studies)
Companies that use Pattern Brands
Customer profileSegments1 record
Ideal customer profiles1 record
Pattern Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pattern Brands partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and major.
- ShopifycoreShopify powers Pattern Brands' online e-commerce platform, enabling the company to sell its products and services directly to consumers. Shopify is the foundational technology infrastructure for all brand storefronts.
- Google AnalyticscoreGoogle Analytics is used to understand how customers use the Pattern Brands website, supporting data-driven marketing decisions and campaign optimization.
- Mixpanel, Inc.coreMixpanel provides behavioral analytics and user event tracking to help Pattern Brands understand customer interactions and optimize product and marketing strategies.
- Microsoft ClaritycoreMicrosoft Clarity captures behavioral metrics, heatmaps, and session replay data to help Pattern Brands improve and market its services, optimize site performance, and detect fraud.
- KlaviyocoreKlaviyo is the email marketing platform used by Pattern Brands for customer retention, lifecycle campaigns, and promotional communications.
- AttentivecoreAttentive powers Pattern Brands' SMS text message marketing programs, including promotional alerts, one-time offers, and transactional notifications, with opt-in and opt-out management via STOP/HELP commands.
- TikTokmajorTikTok serves as a paid social advertising channel and potential organic social platform for Pattern Brands to reach consumers, particularly for home and lifestyle product categories.
- Meta (Facebook / Instagram)majorMeta platforms including Facebook and Instagram serve as paid social advertising channels and community platforms for Pattern Brands' customer acquisition and brand-building efforts.
- Google AdsmajorGoogle Ads is used for paid search campaigns targeting intent-driven traffic across Pattern Brands' product categories.
- PayPalcorePayPal provides payment processing services enabling customers to complete transactions on Pattern Brands' e-commerce storefronts.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Pattern Brands competitors and assessment
Company assessmentDirect peers
- Brooklinen: Brooklinen is a leading DTC home textiles brand selling premium sheets, towels, and bedding - a direct category overlap with Pattern's Onsen (towels) and Miracle Made (bedding) brands. Both target the same premium, design-conscious home consumer through a similar direct-to-consumer e-commerce model.
- Parachute Home: Parachute Home is a DTC home brand specializing in premium bed linens, towels, and bath robes, directly comparable to Onsen and Miracle Made within Pattern's portfolio. Both compete in the premium, direct-to-consumer home textiles category with similar brand positioning around quality and design.
- Our Place: Our Place is a DTC kitchen and home brand known for the Always Pan and premium cookware, directly comparable to Pattern's GIR kitchen tools brand. Both target the design-forward home cook through direct-to-consumer channels with strong social-media-driven brand storytelling.
- Made In: Made In is a DTC cookware and kitchen tools brand selling directly to consumers, comparable to Pattern's GIR brand. Both occupy the premium, chef-quality kitchen segment with strong direct-to-consumer and content-driven marketing playbooks.
- Snowe Home: Snowe Home is a DTC home brand offering premium bedding, towels, and tableware, directly comparable to Onsen and Miracle Made in Pattern's portfolio. Both pursue a similar premium, direct-to-consumer positioning in the home textiles category.
- Food52: Food52 is a DTC home and kitchen brand and marketplace selling premium cookware, linens, and home accessories, directly comparable to Pattern's GIR kitchen and Onsen/Miracle Made home textile brands. Both target design-conscious home consumers through curated direct-to-consumer channels.
- Misen: Misen is a DTC kitchen tools brand selling premium knives, cookware, and accessories directly to consumers, comparable to Pattern's GIR brand. Both operate in the premium kitchen tools category with a direct-to-consumer model emphasizing quality and value.
Broad incumbents
- Grove Collaborative: Grove Collaborative is a larger, publicly listed DTC brand operating in sustainable home and personal care essentials, broadly comparable to Pattern's multi-category DTC home portfolio. Both use a direct-to-consumer model with a portfolio-of-brands approach, but Grove is significantly larger and spans more categories.
- Thrasio: Thrasio is the largest acquirer of Amazon third-party private label brands, executing a roll-up playbook similar to Pattern's strategy of acquiring and scaling consumer brands. While Thrasio focuses on Amazon-native brands and Pattern on Shopify DTC brands, the underlying thesis of consolidating profitable consumer brands is highly comparable.
- Perch (formerly OpenStore): Perch acquires and operates Shopify-based DTC consumer brands, making it one of the closest strategic comparables to Pattern Brands' roll-up model. Both target profitable Shopify-native home and lifestyle brands and centralize operations to drive scale efficiencies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pattern Brands social profiles
Digital presencePattern Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pattern Brands leadership team
Management profileNumber of profiles
Profiles4 records
Pattern Brands subsidiaries and ownership
Company hierarchySubsidiaries3 records
Pattern Brands funding detail
Funding detailFunding overview
Funding rounds6 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pattern Brands M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pattern Brands
What does Pattern Brands do?
Pattern Brands acquires, operates, and grows direct-to-consumer home goods brands on a unified Shopify-powered e-commerce platform. The company's portfolio includes Onsen (modern waffle towels), Miracle Made (silver-infused performance bedding), and GIR (premium silicone kitchen tools), each operating under its own dedicated brand website while sharing centralized marketing, analytics, and operational infrastructure.
Is Pattern Brands a public or private company?
Pattern Brands is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pattern Brands founded?
Pattern Brands was founded in 2015. It employs 11 to 50 people.
Where is Pattern Brands based?
Pattern Brands is headquartered in New York, United States, in the North America region.
How does Pattern Brands make money?
One revenue line is on record: E-commerce Product Sales.
Who are Pattern Brands's main competitors?
Direct peers on record are Brooklinen, Parachute Home, Our Place, Made In, Snowe Home, Food52 and Misen. Broad incumbents are Grove Collaborative, Thrasio and Perch (formerly OpenStore).
Does Pattern Brands have an API?
No public API is recorded for Pattern Brands.