Brooklinen grew on Kickstarter and word of mouth, then stayed profitable into stores.
A $50,000 Kickstarter goal raised $236,888 in 2014. Twelve years later Brooklinen says it makes more than $200M a year, is profitable and debt-free, and runs eight stores without rushing to open more.
BLOOM10X did not work with Brooklinen. This breakdown uses public sources only, linked below.
- May 2014Kickstarter closes at $236,888 from 1,733 backers
- Year 1$500,000 in first-year sales
- 2015$2.3M in sales; subway ads with promo codes
- 2023Billy May becomes CEO; founder stays on the board
- Jun 202680% of the line relaunched; 1M Luxe sheet sets sold
- Jul 2026$200M+ revenue, profitable, eight stores
Small start, steady compounding.
“At the very beginning, we relied heavily on word-of-mouth referrals.”
Five plays, in the order it ran them.
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Pre-sell before you stock
The 2014 Kickstarter sold sets as rewards: a $100 Core Set (sheets and two pillowcases) and a $150 Hardcore Set (adds a duvet cover and two more pillowcases). 1,733 backers pledged $236,888 (Kickstarter). The site still sells a “Core” set and a “Hardcore” bundle.
Copy this: pre-sell your first run, with two clear bundles, to fund stock and learn which one people pick.
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Hand-deliver to people with an audience
The founders rented a Zipcar and drove sheets around New York with handwritten notes to bloggers and influencers. Backers made “lots of referrals,” and the founder says they made a quarter million dollars in the first month (Digiday).
Copy this: send product to 50 creators your buyers already follow, with a personal note, before you pay for reach.
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Make offline ads measurable
Brooklinen took over a Brooklyn L train station and ran subway ads with a promo code such as “SUBWAY” so it could count sales. Facebook and Instagram were split about half paid, half organic (Digiday).
Copy this: give every offline channel, podcast and creator its own code, and judge each on the orders it brings in.
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Use bundles to lift order value
On Nov 10, 2026, the Luxe Core set was 20% off and the Hardcore bundle 35.2% off, and the core set page pushed an “Upgrade & Save” box for the bigger bundle. The bigger the order, the bigger the discount.
Copy this: make your best deal the bundle, not the single item, and show the upgrade inside the buy box. How to raise order value
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Grow stores at the pace of profit
Brooklinen has eight stores and a trade showroom, and says it is profitable and debt-free. Its CEO says new stores may wait until 2027 (Business of Home). Compare Parachute, which opened 26 stores and then closed 19.
Copy this: add a channel when the last one pays for itself, and keep improving the core product while you wait.
Word of mouth first, paid and stores later.
Sales, $M (log scale)
The channel order
Discount by order size
Proof, a timed offer and the bigger bundle.
The Luxe Sateen Core Sheet Set on a phone. Tap a number to see what each part does.
- 1Proof under the name4.5 stars from 24,679 reviews.
- 2What’s in the box“1 Fitted Sheet, 1 Flat Sheet, and 2 Pillowcases,” the same contents as the 2014 Kickstarter Core Set.
- 3A timed offer“Limited time offer”: $169 crossed out to $135.20, 20% off.
- 4A shipping threshold below the priceFree shipping at $100, which this set already clears.
- 5Live demand“52 people have this in their cart right now,” right under Add to Cart.
- 6The upgrade“Upgrade & Save” to the Hardcore bundle, which carries the bigger discount.
Feel, proof and a 48-hour clock.
Brooklinen had 391 active US ads on Meta on Nov 10, 2026. Three of them, one per angle.
“Softer than your softest PJs”
The ad sells a feeling with a comparison you already know, the same “just like your softest go-to pjs” line as the product page card.
“By far, my favorite sheets”
A customer review as the opening frame, and copy that says “it’s not just us saying it.”
“20% off Singles’ Sale, 48 hours only”
A short sale with a stated end time, 10 AM EST on 11/12, rather than a month-long discount.
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Click an image to enlarge.
A brand line and a buying guide.
Most of this works at $1M.
- Copy almost all of it. Pre-sales, seeding with notes, codes on every channel and bundles cost little and work at any size.
- What doesn’t transfer: bedding is bought again and in sets, so bundles and repeat orders come easier than for a one-time product.
- What to watch: on Nov 10, 2026, the homepage, the core set and the bundle all carried a discount. Constant offers train buyers to wait.
- What we’d do differently: keep a full-price hero offer always running beside the sales, so you can see what demand looks like without a discount.
Six moves from Brooklinen’s playbook.
- Seed product to creators your buyers follow, with a handwritten note. Creator seeding
- Give each creator, podcast or offline ad its own code and track orders. Partnership ads
- Make your best price a bundle and show the upgrade in the buy box. Raise order value
- Run feel, proof and offer ads side by side, and add new ones every week. Creative volume calculator
- Turn reviews into the first frame of an ad. Static ads guide
- Check margin per order before any sale, then keep sales short and dated. Margin calculator
Where every number comes from.
- Brooklinen, “Brooklinen: All the quality, only a fraction of the price!,” Kickstarter, funded May 21, 2014. kickstarter.com
- “How Brooklinen used word-of-mouth to grow a $15 mil. bedding business,” Digiday, Jul 20, 2016. digiday.com
- Anna Hensel, “Brooklinen has relaunched 80% of its product line in a quest to build a more resilient brand,” Modern Retail, Jun 1, 2026. modernretail.co
- Warren Shoulberg, “Inside Brooklinen’s next chapter,” Business of Home, Jul 16, 2026. businessofhome.com
- Brooklinen, Luxe Sateen Core Sheet Set and Luxe Sateen Hardcore Sheet Bundle pages, viewed Nov 10, 2026. brooklinen.com
- Brooklinen, official YouTube channel, videos dated 2023 and 2026, view counts on Nov 10, 2026. youtube.com/@Brooklinen
- Meta Ad Library, active US ads for the Brooklinen, Purple and Burrow pages, viewed Nov 10, 2026. facebook.com/ads/library
