How Brooklinen markets, broken down
Brooklinen pioneered DTC bedding by removing the markup: it sells hotel-quality sheets direct, leans on thousands of reviews, and frames the bedroom as an affordable luxury upgrade.
One image, one video, one email, pulled apart. Updated June 2026.
The background
Brooklinen is a direct-to-consumer luxury bedding brand founded in 2014 by husband-and-wife team Rich and Vicki Fulop, inspired by expensive hotel sheets they could not afford to buy at home. Launched via Kickstarter, it built an affordable-luxury position into a profitable business reaching roughly $200 million in annual revenue. It raised a $10 million Series A in 2017 and a $50 million growth investment from Summit Partners in 2020.
- Founded in 2014 by Rich and Vicki Fulop after expensive hotel sheets on a Las Vegas trip inspired an affordable-luxury bedding brand (Summit Partners)
- Its 2014 Kickstarter sought $50,000 but raised nearly $250,000 in pre-sales (Inc.)
- Raised a $10 million Series A from FirstMark in 2017 (TechCrunch)
- Announced a $50 million growth equity investment from Summit Partners in 2020, with the firm citing Brooklinen's profitability (Summit Partners)
- Generates roughly $200 million in annual revenue, is profitable, and recently relaunched about 80% of its product line in a 'Brooklinen 2.0' overhaul (Modern Retail)
A customer quote does the selling
Brooklinen lets a buyer's own words carry the ad. Three to steal:
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brooklinen brooklinen.com
- 1First-person quote as the headline — let a real customer line make the claim so it reads as a review, not seller copy
- 2One clean product stack on a calm field — keep a single hero in frame so the quote does the persuading
- 3Wordmark sitting quietly under the product — anchor an affordable-luxury feel with restrained branding, not loud logos
A guest expert frames the product
Brooklinen borrows a designer's authority instead of pitching itself. Copy these:
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brooklinen www.brooklinen.com
- 1Editorial how-to title, not an ad caption — frame the video as content so viewers lean in instead of skipping
- 2A named designer as the host — hand the pitch to an expert your buyer already trusts so it lands as advice
- 3A styled, hotel-like set — let the room itself carry the quality promise without a single spec line
A launch sold as access
Brooklinen treats a new product as news, not a markdown. What to copy:
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Our New Luxe Sheets are HERE
- 1Subject leads with "luxe" and an arrival cue — announce a launch as desirable news rather than a percentage off
- 2Body sells the upgrade on quality — hold back discount language to keep the email feeling premium
What you can steal from Brooklinen
- Attack a category known for markups by selling direct and making the price honesty the pitch.
- Lead with social proof at scale (thousands of reviews) to de-risk a feel-it-to-believe-it product.
- Frame the purchase as an affordable luxury upgrade, not a commodity replacement.
- Use bundles (sheet sets) to simplify the decision and raise order value.
Every ad and email here is in our database
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