New York, NY


Timeless design, quality materials, and fair prices on home essentials—it’s how direct-to-consumer darling Brooklinen went from zero to $100 million brand in less than a decade. But after consistent growth, product diversification, and a few lucrative private equity deals, Brooklinen was ready for a new frontier: The world of physical retail.

After a 2018 pop-up and a 2020 permanent store in their home borough, Brooklinen set its sights on a new location—West Village, Manhattan. Working with designers at Office of Tangible Space, Philip Turley at Newish Retail and custom manufacturer Morgan Li, Brooklinen opened its newest retail space in October 2021.

Cashwrap at The Brooklinen Chicago by Morgan Li

Bed display at Brooklinen by hospitality manufacturer Morgan Li

Floor display and perimeter system at Brooklinen by Morgan Li

Floor display and furniture by Morgan Li at Brooklinen

Window display at Brooklinen by Morgan Li

Brooklinen storefront with custom manufacturing from Morgan Li

About the Client

Founded in 2014, Brooklinen was built to deliver simple, beautiful, high-quality home essentials at a fair price. But it all started with a trip to Las Vegas.

According to their conversation with How I Built This host Guy Raz, Brooklinen founders Rich and Vicki Fulop fell in love with the sheets on their hotel bed. The thing they didn’t love, however, was the price tag.

The fabric may have been the perfect blend of cool, crisp, and soft, but the sheets turned out to be way too expensive to buy. And with that, the seeds of innovation were planted. Over the next two years, the Fulops had found the world’s best materials and textile partners, launching the direct-to-consumer home essentials brand in 2014.

By 2018, Brooklinen expanded its product line beyond the bedroom to include bath, loungewear, accessories and Spaces, its home goods marketplace. Customers loved the quality, investors loved the company’s financial numbers—and by 2020, the Fulops were in charge of a $100 million brand.

Now, with continued funding from investment firms, Brooklinen is moving to accelerate the expansion of its retail and wholesale branches.

About the Project

Project Location: 383 Bleecker Street, New York, NY 10014

With one location under their belt in Brooklyn, Brooklinen eyed a spot for their newest flagship in Manhattan’s West Village. The first of four flagship stores opening before the year ends, the Manhattan location opened its doors in October 2021.

Aiming to create a retail environment as comfortable as the goods they sell, Brooklinen turned to Newish Retail and Office of Tangible Space to create the space. With designs and timelines in hand, the next step was to build the space. And that’s where Morgan Li comes in.

Known for expertise in millwork and other wood manufacturing, as well as its previous work with Newish on Away Seaport, Morgan Li set out to build fixtures and furniture for the flagship.

Wood-heavy designs show off the luxury, warmth, and comfort that the space’s designers aimed to create, while custom pieces show off pieces and encourage product discovery. Like promised, Morgan Li was able to complete the project on time, on budget, and as always—just like the rendering.

Morgan Li | More than Made

Bring us your wildest designs. Your boldest plans. We want to see them, engineer them and build them. And more.

For over 75 years, the Morgan Li team has specialized in taking our retail and hospitality clients’ plans from concept to rollout, matching specifications and smashing expectations.

Whether you need wood, metal, or print, we’re here to engineer and deliver the furniture, fixtures, graphics, and more needed to deliver an unforgettable experience. Get to know more about who we are, how we work, and who we’ve helped—and contact us to request a quote.

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Whether you have a completed design or an inkling of an idea, we're here to help you bring your vision to life.