Brooklinen has relaunched 80% of its product line in a quest to build a more resilient brand

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. 

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