This Bedding and Flower Partnership Raises the Question: What Makes a Good Brand Collab?

Brooklinen has teamed up with UrbanStems to promote limited-edition floral sheets

If you ask UrbanStems or Brooklinen, you can’t purchase a new set of sheets without buying a matching bouquet of flowers for your bedside table. And while partnerships across seemingly unrelated industries are nothing new—you may remember that pair of Kentucky Fried Chicken-themed Crocs from early 2020—it can be hard to predict what the consumer will find helpful or creative and what will miss the mark.