Brooklinen has grown from a Brooklyn-founded bedding startup into a broader home lifestyle brand known for premium sheets, towels, comforters, pillows, bath products, blankets, robes, and home accessories.
Founded in Brooklyn in 2014, Brooklinen built its early identity around bringing hotel-quality bedding directly to consumers at more accessible prices. More than a decade later, the company continues to focus on premium fabrics, exclusive designs, direct-to-consumer shopping, and products designed around everyday comfort.
Today, Brooklinen's product portfolio extends well beyond sheets. Its current categories include bedding, bath products, home accessories, comforters, pillows, blankets, robes, towels, bath mats, candles and other lifestyle products.
What Is Brooklinen?
Brooklinen is a home and lifestyle brand specializing in bedding, bath and related household products.
The company was founded in Brooklyn in 2014 and initially became known for premium sheets sold directly to consumers. Its proposition centered on combining quality fabrics, modern designs and a simplified online shopping experience.
The brand now describes itself as a broader destination for sleep and home essentials.
Its major product categories include:
Sheets and sheet sets
Duvet covers
Duvet inserts
Comforters
Pillows
Quilts
Blankets
Throws
Decorative pillows
Towels
Bath sheets
Bath mats
Robes
Shower curtains
Home fragrance
Laundry-care products
Other home accessories
This expansion allows Brooklinen to participate in multiple parts of the bedroom and bathroom rather than relying exclusively on sheet sales.
The Brooklinen Business Model
Brooklinen's original growth model was heavily centered on direct-to-consumer e-commerce.
The company used digital marketing and online shopping to connect consumers with bedding products without relying primarily on traditional department-store distribution.
This model helped Brooklinen build a recognizable consumer brand around:
Premium materials
Modern design
Online shopping
Product education
Direct customer relationships
Limited-edition colors and patterns
Bundled products
Customer reviews
The company has subsequently expanded its retail presence while maintaining its online business.
Its website remains an important part of product discovery, purchasing and customer support.
Brooklinen Sheets
Sheets remain one of Brooklinen's most important product categories.
The company currently organizes its bedding around several different fabric constructions, allowing customers to choose based on texture, temperature and overall feel.
Luxe Sateen
Luxe Sateen is designed to provide a smooth, soft and luxurious feel.
The fabric is positioned for consumers who prefer a silky, polished bedding experience.
Brooklinen describes Luxe Sateen as one of its most popular and highly recognized bedding collections.
Classic Percale
Classic Percale is positioned around a crisp and cool sleeping experience.
Percale is commonly associated with a lightweight, breathable feel, making it particularly relevant for consumers who prefer cooler bedding.
Brooklinen describes Classic Percale as the collection that helped establish its bedding identity.
Washed Classic Percale
Brooklinen has also expanded its percale range with Washed Classic Percale.
The collection is designed around a more relaxed, lived-in texture while maintaining the breathable qualities associated with percale.
Washed European Linen
European linen is another major category in Brooklinen's bedding portfolio.
The company describes its Washed European Linen as airy and relaxed, making it relevant to consumers looking for a more casual and breathable bedding aesthetic.
Heathered Cashmere
Brooklinen also offers Heathered Cashmere bedding for consumers interested in a warmer and more indulgent material.
This category demonstrates how the company has expanded beyond conventional cotton bedding into premium textile experiences.
Brooklinen Comforters and Duvets
Brooklinen's bedding collection includes comforters, duvet inserts and duvet covers.
Comforters are designed to provide warmth without requiring a separate duvet cover, while duvet systems allow consumers to combine inserts and covers according to their preferences.
Brooklinen currently promotes its comforters around softness, breathability and durability.
The company also offers different duvet covers and bedding bundles, enabling customers to create coordinated bedroom setups.
Brooklinen Pillows
Pillows are another major part of the brand's sleep portfolio.
Brooklinen offers pillows and pillowcases designed around different support and comfort preferences.
The company's broader pillow strategy reflects an important trend in the sleep market: consumers are increasingly treating sleep as a complete system rather than simply purchasing a mattress.
A complete sleep environment can include:
Mattress
Sheets
Pillows
Comforter
Duvet
Blankets
Mattress protection
Bedroom lighting
Temperature management
Brooklinen participates primarily in the textile and accessory side of this ecosystem.
Brooklinen Towels
Brooklinen has developed a substantial bath collection alongside its bedding business.
Its towel portfolio currently includes several constructions designed for different preferences.
Super-Plush Towels
Super-Plush is designed around a thick, soft and spa-like experience.
Brooklinen lists these towels at approximately 770 GSM and says they use 100% Aegean Turkish cotton. They are also OEKO-TEX STANDARD 100 certified.
Plush Towels
The Plush collection is positioned as a mid-weight option balancing softness and everyday usability.
Brooklinen currently lists these towels as 100% organic cotton and OEKO-TEX STANDARD 100 certified.
Ribbed TENCEL
The Ribbed TENCEL collection combines Turkish cotton with TENCEL Modal.
Brooklinen describes the construction as lightweight, breathable and softly ribbed.
Waffle Towels
Waffle towels provide a lightweight, textured design with quick-drying characteristics.
Brooklinen lists the Waffle collection as 100% Turkish cotton and OEKO-TEX STANDARD 100 certified.
Turkish Cotton and Textile Quality
Cotton quality is central to Brooklinen's towel strategy.
The company says it uses long-staple Turkish cotton for its towels, explaining that longer fibers can produce stronger and smoother yarns.
Brooklinen also emphasizes OEKO-TEX STANDARD 100 certification for its towel collection.
This focus reflects a larger consumer trend toward understanding not only how a product looks but also what materials and manufacturing standards are behind it.
Brooklinen's Manufacturing Network
Brooklinen does not manufacture every product in a single country.
The company says it works with manufacturers across several countries, including:
Portugal
Germany
Turkey
Pakistan
India
China
Peru
Canada
United States
Brooklinen notes that China is used mainly for silk products.
The company says it requires suppliers and factories to follow social-compliance, safety and ethical-labor standards and conducts responsible-sourcing audits.
This global sourcing model allows the brand to work with specialized textile manufacturers across different product categories.
Brooklinen and Sustainability
Sustainability has become increasingly important in the home-textile industry.
Brooklinen highlights several initiatives related to responsible sourcing, certifications and product reuse.
For example, the company says it works with Good360 to distribute returned products to donation centers rather than allowing usable household products to go to waste.
Brooklinen also works with Animal Haven, providing sheets for animals in shelters.
Its towel portfolio includes OEKO-TEX STANDARD 100-certified products, while some collections incorporate organic cotton and other material choices positioned around responsible production.
Brooklinen's 365-Day Happiness Guarantee
One of Brooklinen's customer-service features is its 365-Day Happiness Guarantee.
The company currently promotes a full-year satisfaction guarantee covering its bedding and bath shopping experience, subject to its applicable policies and exclusions.
Long return periods can be particularly valuable for home textiles because consumers may need several weeks or months to determine whether a fabric, pillow or bedding construction fits their preferences.
Brooklinen Customer Experience
Brooklinen has built much of its brand identity around making premium home products easier to discover and purchase.
Its website organizes products by:
Category
Fabric
Color
Collection
Room
Bundle
Seasonal trend
The company also provides educational content explaining different bedding materials and household products.
For example, its education center publishes guides explaining differences between blankets, comforters, quilts and other layers.
This educational approach helps consumers make decisions based on product characteristics rather than simply appearance.
Brooklinen Stores and Omnichannel Retail
Although Brooklinen developed primarily through online commerce, the brand now operates physical stores as well.
Its website includes an "Our Stores" section alongside its online shopping infrastructure.
The combination of online and physical retail reflects the broader evolution of direct-to-consumer brands.
Digital commerce remains important for convenience and product discovery, while physical stores can give customers the opportunity to touch fabrics, compare colors and experience products before buying.
Brooklinen and Product Bundling
Bundling is another important part of the company's strategy.
Brooklinen promotes bedding bundles and bath bundles that combine multiple products.
A customer might purchase a coordinated bedroom package containing:
Sheet set
Duvet cover
Pillowcases
Comforter
Decorative pillows
Blanket
Similarly, a bath bundle could combine towels, bath sheets, mats and robes.
Bundles can simplify shopping while allowing the brand to increase the number of products purchased per customer.
Brooklinen's Brand Positioning
Brooklinen occupies a position between conventional mass-market home textiles and highly specialized luxury home brands.
Its brand identity is built around several ideas:
Premium Materials
The company emphasizes fabrics and construction rather than competing solely on low prices.
Modern Design
Brooklinen regularly introduces new colors, patterns and seasonal collections.
Direct Shopping
The company maintains a strong digital-first customer experience.
Lifestyle Expansion
The brand has expanded from sheets into bath, home fragrance, blankets and other home products.
Customer Reviews
Brooklinen prominently highlights customer feedback and currently displays more than 175,000 five-star reviews on its website. This is a company-reported figure rather than an independently audited measurement.
Brooklinen and the 2026 Home-Textile Market
The home-textile market is changing as consumers become more interested in comfort, design, sustainability and multifunctional products.
Several trends are particularly relevant to Brooklinen.
Cooling Bedding
Temperature regulation is increasingly important for consumers seeking breathable sheets, lightweight blankets and cooling sleep environments.
Brooklinen's current product assortment includes a dedicated Cooling Shop and breathable fabric options.
Premiumization
Consumers are increasingly willing to invest in products that they use every day.
Bedding and towels are particularly suitable for premiumization because consumers interact with them frequently.
Textile Personalization
Different consumers have different preferences for:
Softness
Crispness
Weight
Warmth
Breathability
Texture
Color
Pattern
Offering multiple fabrics allows Brooklinen to address these differences.
Sustainable Materials
Organic cotton, certified textiles, responsible sourcing and longer-lasting products are increasingly relevant to environmentally conscious consumers.
Home as a Wellness Space
Bedrooms and bathrooms are increasingly treated as personal wellness environments.
This creates opportunities for brands selling products associated with sleep, relaxation, comfort and self-care.
Direct-to-Consumer Home Brands
Digital-native home brands continue to compete by combining online convenience with distinctive product design and strong branding.
Brooklinen is an early example of this model.
Brooklinen's Competitive Landscape
Brooklinen competes across several overlapping markets.
In bedding, its competitive environment includes brands such as:
Boll & Branch
Parachute
Quince
The Company Store
Pottery Barn
West Elm
Cozy Earth
Lands' End
In towels and bath products, it competes with both specialty textile companies and major home retailers.
Competition is based on several factors:
Fabric quality
Pricing
Design
Brand reputation
Sustainability
Product variety
Customer service
Return policies
Physical retail
Online shopping experience
Challenges Facing Brooklinen
The brand operates in a competitive and rapidly changing home-retail environment.
Consumer Price Sensitivity
Premium bedding can be discretionary spending, meaning consumers may become more price-conscious when household budgets are under pressure.
Competition
The premium bedding market has attracted numerous digital-native and established brands.
Material Costs
Cotton, linen, cashmere and other textile inputs can experience changing costs depending on global supply conditions.
Global Supply Chains
Because Brooklinen works with manufacturers across multiple countries, international logistics and supply-chain conditions remain important operational considerations.
Changing Consumer Expectations
Consumers increasingly expect brands to provide both premium quality and responsible sourcing.
The Future of Brooklinen
Brooklinen's evolution from a bedding startup into a broader home lifestyle brand suggests that its future growth can come from multiple product categories.
Rather than focusing exclusively on sheets, the company now operates across bedding, bath and home.
Future opportunities may include:
More cooling fabrics
New textile technologies
Sustainable materials
Expanded home accessories
More physical stores
Personalized bedding recommendations
Smart-home integrations
Sleep-focused products
New seasonal collections
Expanded hospitality and trade partnerships
The company is also continuing to create educational content around home textiles. Its 2026 editorial activity includes guides covering bedding terminology, materials and purchasing considerations.
Frequently Asked Questions About Brooklinen
What is Brooklinen?
Brooklinen is a Brooklyn-founded home lifestyle brand specializing in premium bedding, bath products and home accessories. The company was founded in 2014.
What is Brooklinen known for?
Brooklinen is particularly known for its sheets and towels, including collections such as Classic Percale, Luxe Sateen, Washed European Linen and Super-Plush towels.
Does Brooklinen sell towels?
Yes. Brooklinen sells several towel collections, including Super-Plush, Plush, Waffle and Ribbed TENCEL options.
What type of sheets does Brooklinen offer?
Brooklinen currently offers several fabric categories, including Luxe Sateen, Classic Percale, Washed Classic Percale, Washed European Linen and Heathered Cashmere.
Does Brooklinen offer a return guarantee?
Brooklinen currently promotes a 365-Day Happiness Guarantee, subject to applicable terms and exclusions.
Where are Brooklinen products made?
Brooklinen says its products are produced through manufacturers in countries including Portugal, Germany, Turkey, Pakistan, India, China, Peru, Canada and the United States.
Does Brooklinen have physical stores?
Yes. Brooklinen has physical stores in addition to its online shopping platform.
Does Brooklinen sell products besides sheets?
Yes. Its current range includes bedding, towels, bath products, pillows, comforters, blankets, robes, home fragrance and other home accessories.
Conclusion
Brooklinen has transformed from a Brooklyn-founded bedding startup into a broader home and lifestyle company.
Its original proposition centered on premium sheets delivered directly to consumers, but the brand has expanded significantly into towels, comforters, pillows, blankets, robes, bath products and home accessories.
The company's current assortment includes fabric choices ranging from crisp Classic Percale and smooth Luxe Sateen to relaxed European linen and indulgent cashmere. Its bath business similarly spans lightweight waffle towels, plush cotton options and premium Super-Plush products.
Brooklinen's next phase is likely to be shaped by the same forces affecting the wider home industry: premiumization, sustainability, cooling textiles, personalization, omnichannel retail and the growing relationship between home products and wellness.
For consumers, Brooklinen represents a modern approach to bedding and home essentials—one that combines textile-focused product development, contemporary design, digital commerce and an expanding lifestyle portfolio.
