Brooklinen Launches New Chapter with Reimagined Product Innovations and Bold Brand Campaign

With refreshed product lines and branding, Brooklinen breathes new life into the soft home category

BROOKLYN, N.Y., April 2, 2025 /PRNewswire/ -- Brooklinen, the soft home essentials brand that disrupted the bedding category in 2014 by selling premium, hotel quality sheets and towels direct-to-consumers, today announced a bold new chapter for the company. This next era begins with an exclusive relaunch of its Washed European Linen Bedding and an energetic brand campaign running across marketing channels. Through these new initiatives, Brooklinen will reintroduce itself to customers as the brand enters the second decade of business.

Leveraging years of research and customer feedback, Brooklinen partnered with the highest quality manufacturing partners to reimagine its Washed European Linen collection, launching on April 2. Each item in the collection is carefully crafted from 100% Certified European Flax™, a distinguished standard that guarantees the quality and traceability of the fibers and focuses on minimizing environmental impact. Standout features include an upgraded fabric weight for a softer, smoother feel, enhanced durability through improved tensile strength, and a refreshed range of colors and striped patterns. Designed in Brooklyn, this collection is crafted exclusively for Brooklinen in Portugal, regarded as one of the world's top textile regions.

"From the beginning, Brooklinen has challenged industry norms and redefined premium home essentials," said Billy May, Chief Executive Officer at Brooklinen. "As we enter this next chapter, our focus remains on pushing boundaries to deliver uncompromising quality, comfort, and value. We are committed to setting a new standard, ensuring that exceptional comfort and design are an everyday reality for our customers."

Throughout the year, Brooklinen will launch reimagined products with thoughtful designs, creative color combinations, and new product innovations, as well as proprietary fabrications exclusive to the brand. In February, Brooklinen relaunched its Midweight Plush Towels collection, engineered with an innovative spinning technique providing added softness and absorbency. In March, Brooklinen launched a new Airweave Cotton collection, crafted from 100% OEKO-TEX® Turkish cotton.  The lightweight take on gauze bedding is garment-washed for added softness, a great seasonal layering piece exclusively made for Brooklinen.

In addition to these product innovations, Brooklinen's branding is receiving a refresh with the "Best In Bed" (TM) campaign. Far from the stuffy showroom aesthetic commonly associated with the category, the "Best in Bed" (TM) initiative captures life in the bedroom with the upbeat and bold track "Deceptacon" by Riot Grrrl group Le Tigre while highlighting Brooklinen favorite products, including the new Washed European Linen. The brand push showcases that Brooklinen offers quality products made to be lived in – and has the industry awards and 5-star reviews to prove it.

"We can't wait to wake up this sleepy category with something fresh and new," said Laura Jacobs, Chief Marketing Officer at Brooklinen. "We are showcasing the Brooklinen bedroom as a place full of life and energy – the way our customers want to live."

The "Best In Bed" (TM) activation will run across digital and streaming services, as well as Brooklinen's owned and paid channels; Brooklinen brand ambassadors will also amplify the campaign across social channels.

Where To Buy
The Brooklinen Washed European Linen Collection (and all upcoming launches) is available online at brooklinen.com, and in Brooklinen's retail stores across the country. The full line includes sheets, pillowcases, duvet covers, quilts and shams.

About Brooklinen
Founded in Brooklyn in 2014, Brooklinen disrupted the bedding industry by offering premium, hotel-quality sheets and towels at accessible prices and selling direct-to-consumer. Today, Brooklinen is one of the largest, digital-first home essentials brands with the same mission to create more happiness at home. Combining creative design with premium, globally sourced fabrications, Brooklinen's bedding, bath and home accessories celebrate the diverse ways people live today. Privately-held, Brooklinen has received hundreds of industry awards, secured over 100,000 five-star reviews and earned the love of nearly 5 million customers (and growing). Visit online at http://www.brooklinen.com or at one of the company's retail locations.

SOURCE Brooklinen