Pattern Brands

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.

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

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and major.

• ShopifycoreTechnology or IntegrationShopify 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 AnalyticscoreTechnology or IntegrationGoogle Analytics is used to understand how customers use the Pattern Brands website, supporting data-driven marketing decisions and campaign optimization.
• Mixpanel, Inc.coreTechnology or IntegrationMixpanel provides behavioral analytics and user event tracking to help Pattern Brands understand customer interactions and optimize product and marketing strategies.
• Microsoft ClaritycoreTechnology or IntegrationMicrosoft Clarity captures behavioral metrics, heatmaps, and session replay data to help Pattern Brands improve and market its services, optimize site performance, and detect fraud.
• KlaviyocoreTechnology or IntegrationKlaviyo is the email marketing platform used by Pattern Brands for customer retention, lifecycle campaigns, and promotional communications.
• AttentivecoreTechnology or IntegrationAttentive 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.
• TikTokmajorTechnology or IntegrationTikTok 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)majorTechnology or IntegrationMeta platforms including Facebook and Instagram serve as paid social advertising channels and community platforms for Pattern Brands' customer acquisition and brand-building efforts.
• Google AdsmajorTechnology or IntegrationGoogle Ads is used for paid search campaigns targeting intent-driven traffic across Pattern Brands' product categories.
• PayPalcoreTechnology or IntegrationPayPal provides payment processing services enabling customers to complete transactions on Pattern Brands' e-commerce storefronts.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• LinkedInlinkedin.com/company/pattern-brands
• Xx.com/patternbrands
• Facebookfacebook.com/patternbrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds6 records

Investors16 records

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

M&A5 records

Investments

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

Frequently asked questions about Pattern Brands