Dive Brief:
- Following its co-founder’s exit as CEO, bedding brand Brooklinen appointed Billy May as its chief executive, a company spokesperson confirmed via email to Retail Dive.
- May brings forward C-suite experience from various companies, most recently serving as chief customer officer at Urban Outfitters' parent company URBN until July, per May’s LinkedIn profile. May also worked as the chief customer officer at J. Crew and CEO at Sur La Table.
- The executive appointment comes as Brooklinen expands its wholesale presence: The company's pillow subbrand, Marlow, is launching in over 1,000 Walmart stores on Oct. 9, according to details emailed to Retail Dive. The Marlow pillow is also available on the mass retailer’s website. Marlow has doubled its growth from 2022 to 2023 as of August, according to the company.
Dive Insight:
Brooklinen’s new CEO comes after co-founder Rich Fulop left the position in July after leading the company since its inception.
The executive — who founded the company with his wife Vicki — acted as CEO since 2014 and remains a board member. At the time, Brooklinen had tapped an internal team member to take on the CEO responsibilities in the interim as it searched for a permanent appointment.
Brooklinen is stepping beyond its traditionally direct-to-consumer distribution strategy with Marlow’s launch into Walmart.
The digitally native company launched its Marlow brand in October 2021. The Marlow pillow features a zipper detail that can adjust its firmness, cooling memory foam, mesh fabric and more.
Brooklinen secured an undisclosed investment from private equity firm Freeman Spogli & Co. in 2021. The brand said that the partnership would be used to grow its e-commerce operations and wholesale business.
Fulop previously emphasized the importance of Brooklinen’s brick-and-mortar presence in April 2022, with the company planning to triple its store footprint by the end of that year. The brand’s website currently lists seven store locations across the U.S., with two additional locations — in San Diego and Washington, D.C. — marked as “opening fall 2023.”
Brooklinen has also expanded its offerings through Amazon, adding products such as its Super-Plush Robes, Classic Sheets and Organic Sheets. The bedding company said its Amazon net revenue has grown 29% year over year.
