DTC brand, Brooklinen was birthed from the frustration that a husband and wife had with the high prices of luxury-grade linen. Six years later and they run a highly successful online brand with passionate customers and have raised sixty million dollars in venture funding. After a while, customers were looking to Brooklinen for advice and curation not only for sheets, but for the rest of the bedroom as well. A privileged position to be in, but with a core competency in fabrics and a high standard for the products they put out; going too wide with their product offering didn’t seem wise.
Instead, they did something unexpected… Spaces by Brooklinen launched nearly a year ago and is a user-friendly marketplace concept offering a highly curated assortment of home goods from like-minded partner brands, as well as independent designers and artisans.
Selling partner products isn’t typical for a DTC brand, but the high calibre products chosen are completely on-brand for Brooklinen. Plus, they can now sell more to customers who are asking for products outside of their portfolio.
Opening a partner marketplace is obviously very ambitious and probably requires a large customer base. However, maybe you could partner with a handful of companies instead? Are there brands with a similar ethos, selling in your industry, but with non-competing products? This could increase your average order value and also introduce you to your partner’s following.