On Monday, direct-to-consumer home goods company Brooklinen is taking the wraps off its biggest launch of the year. But this launch doesn’t involve an entirely new product. On Monday, Brooklinen is launching a new version of its luxe sateen sheets, its hero product. In fact, Brooklinen has spent the past year launching new versions of its core products — everything from linen sheets to bath towels. The company has relaunched 80% of its product line so far.
CEO Billy May characterizes this initiative as being critical to Brooklinen’s next chapter of growth and proof that it is evolving with its customers.
“Consumers’ expectations have changed and the competitive dynamics have definitely evolved, and so it was important for us to evolve with our consumers, and obviously that starts at the core with our products,” May said. He said the focus of Brooklinen’s next chapter, which he is calling Brooklinen 2.0, is to “to build a stronger, more resilient and more relevant brand.”
Direct-to-consumer brands have had a rough go of it lately. Some of the most notable venture-backed players from the 2010s have succumbed to lackluster outcomes as their market share has declined. Everlane recently sold to Shein — reportedly, as it was losing money — and Allbirds, once valued at $4 billion, sold its assets to American Exchange Group for $39 million.
