Dive Brief:
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Direct-to-consumer bedding brand Brooklinen on Thursday launched its own marketplace called "Spaces by Brooklinen."
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The platform offers users a curated selection of products from partner brands, which the company said "range from independent designers to artisans," and include furniture brand Floyd, plant brand The Sill and publishing company Taschen, according to a company press release.
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The marketplace will feature three "aesthetics": Relaxed Industrial, Earthy Minimalist and Modern Glam.
Dive Insight:
When Rich and Vicki Fulop founded Brooklinen in 2014, their states goal was to create "comfortable sheets that didn't cost an arm and a leg."
While the direct-to-consumer bedding brand has expanded beyond sheets — with products including pillows, towels, candles, robes and loungewear — it appears the husband-wife duo wants to move into the rest of the home.
"Our customers are coming to us for styling inspiration and products beyond bedding and bath needs, so with Spaces by Brooklinen, we're finally able to expand on our promise and provide a wide range of our favorite pieces for their moments of leisure," Vicki Fulop, co-founder and chief communications officer said in a statement.
Others in the home goods segment have ventured well outside of their initial product offerings, namely Casper. The DTC brand, which made a name for itself selling mattresses, recently expanded into the electronics and drug categories, with the release of its smart nightlight and CBD gummies. However, by using a marketplace model, Brooklinen is able to expand into other categories through its partner brands, rather than developing new products itself.
Brooklinen will earn a portion of the proceeds from the products it helps sell on its platform, a company spokesperson told Retail Dive. The company noted that the products, which are "thoroughly researched" to ensure they align with Brooklinen's own values, are available for customers to purchase individually or comprehensively.
"Spaces by Brooklinen is an expansion of our commitment to do the research and curate the very best home goods in a one-platform solution that consumers know and trust, providing them with a simple, fun and satisfying shopping experience," Rich Fulop, co-founder and CEO, said in a statement.
Small Business
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Caroline Jansen, Khareem Sudlow
