Custom furniture and displays by Morgan Li at Brooklinen flagship
T-shirt and hanger on custom wood slat perimeter display by Morgan Li
Wood floor displays and bed at Brooklinen flagship by Morgan Li
Bath towel hangers by custom retail display manufacturer Morgan Li
Home goods on custom retail display by Morgan Li at Brooklinen Flagship
Wood slat retail display at Brooklinen flagship by retail manufacturer Morgan Li
Custom floor display by retail display manufacturer Morgan Li
Brooklinen flagship with custom retail displays and millwork by Morgan Li
Brooklinen display and cashwrap with custom retail fixtures by Morgan Li
Wood shelving at brooklinen flagship by Morgan Li


The Internet’s Favorite Sheets is taking on the world of physical retail. Profitable, well-funded, and looking to stand out in the world of direct-to-consumer home essentials, Brooklinen is planning to open up to 40 stores by the end of 2024. But to match these expansion plans, they needed a partner who could create an unforgettable, brand consistent physical retail experience.

That’s when they turned to Morgan Li.

About the Client: Brooklinen

Founded in 2014, Brooklinen was built to deliver simple, beautiful, high-quality home essentials at a fair price. And 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 $800 price tag.

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, planning 30 stores by the end of 2024.

About the Project

Project Location: 127 Kent Ave, Brooklyn, NY 11249

For Brooklinen, being a digital native never meant being digitally exclusive. Long before the global pandemic, the company found it could lower acquisition cost with subway ads. And following a significant funding round, Brooklinen was ready to take on the world of physical retail.

With $50 million in funding from Summit Partners, the company charted its course from online to omnichannel, planning thirty stores in key markets. And it all started in the company’s home borough and namesake.

The Flagship

Planning their flagship in the borough’s trendy Williamsburg neighborhood, Brooklinen executives wanted to create a retail environment as comfortable as the goods they sell.

And to make this happen, the company 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. That’s where Morgan Li comes in.

The Space: Luxury, Comfort, and Simplicity

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.

The Outcome: Morgan Li Becomes a Key Player in Brooklinen Expansion

A global pandemic may have delayed the expansion plans, but by 2022, Brooklinen was ready to hit the ground running. Their second New York location took the brand across the East River into Manhattan—and Morgan Li was there to transform the space. Their third and fourth locations took them across the country. Morgan Li got the job done.

With thirty stores planned by the end of 2024, Brooklinen is taking the world of physical retail by storm—and we’re proud to support them throughout this exciting phase.

Morgan Li: Taking Direct-to-Consumer Brands In Store

Direct-to-consumer brands like Brooklinen have transformed the world of ecommerce. We’re here to transform spaces as they move into the bricks-and-mortar world. With nearly eight decades of experience in the retail world, we’ve turned our clients’ wildest designs and boldest plans into reality.

From concept to production—and from production to rollout, our team combines craftsmanship and scale to provide your customers with an unforgettable in-store experience. Wood, metal, print, and more, our clients trust us to get the job done no matter what.

Get to know more about who we arehow we work, and who we’ve helped—and contact us to request a quote.