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Many direct-to-consumer brands are starting to follow the traditional trajectory that legacy companies were once admonished for: Grow into as many tangential categories as possible. Allbirds started its business with footwear and now sells socks; Everlane launched with basic wardrobe staples and has since expanded into sneakers and other product categories.
Brooklinen, the 5-year-old DTC bedding company, is taking a somewhat unconventional approach. Instead of creating new products to complement the bedroom and items it already sells, it’s rolling out a marketplace called Spaces with 12 retail partners.
On the surface, it looks like Brooklinen is simply playing nice with other DTC brands.