Dive Brief:
- DTC bedding and home decor brand Boll & Branch has launched its first furniture collection.
- Introduced this month, the collection includes beds, benches, dressers, nightstands and hand-tufted rugs. Products are being made in Vietnam and warehoused in Pennsylvania.
- The Boll & Branch collection is being sold on the company website as well as its brick-and-mortar stores in New Jersey, Connecticut, Florida and Texas.
Dive Insight:
The introduction of a furniture collection signals continued growth for Boll & Branch, which claims revenues of “about $200 million,” according to Boll & Branch CEO and co-founder Scott Tannen.
Launched in 2014 by Scott and Missy Tannen, Boll & Branch plans to expand its retail presence in 2024. Its sixth store in Dallas opens next Wednesday and becomes the brand’s flagship as a two-level, 3,300 square feet location, Tannen told Retail Dive.
Plans call for an additional six stores in 2024, according to Tannen. For next year and beyond, the company is looking at sites in the Mid-Atlantic, New England, Florida, Georgia, Illinois, Tennessee and California.
Tannen said the decision to create a core furniture collection was a natural progression for Boll & Branch, which will always consider itself a bedding company first. “We’ve been using our furniture in our photography for quite a long time and consistently had people saying ‘Where did you get that bed and can I buy it?’ And the answer was ‘We custom made it for ourselves,’” Tannen said.
Boll & Branch tested the product with an earlier capsule collection, which Tannen said proved successful. “We think this is a launch that enables us to create an aesthetic that collectively reflects our brand,” Tannen said. We will continue to introduce products that we think are complementary. But this is not a signal to the industry that Boll & Branch is becoming a furniture company.”
The brand is offering customers white glove delivery on furniture purchases, and because it warehouses product in the U.S., it can ship to consumers within a couple of weeks, according to Tannen. The brand also offers customers access to a team of stylists who can provide product recommendations and styling advice.
While the lion’s share of the company’s current revenue is DTC, Boll & Branch is growing its wholesale business and has seen that increase substantially over the back half of 2023, per Tannen. The company is now selling product through 18 Nordstrom stores and seven Bloomingdale’s locations.
The category expansion comes at a time of uncertainty in the home space. Bed Bath & Beyond, Mitchell Gold + Bob Williams, Serta Simmons and Tuesday Morning all filed for bankruptcy this year, and The Container Store and Kirkland’s are at risk of filing in the next 12 months.
Tannen said that a number of companies in the home space ran into problems because their model was “growth at all costs.” The bedding market worldwide is expected to reach $18.5 billion globally by 2025, per Statista.
