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§ Private Profile · New York City, NY, USA
Pattern Brands is a technology company.
Pattern Brands operates as a collective of direct-to-consumer home goods companies, featuring products across categories such as textiles and kitchenware, with key brands including Onsen Towel, Miracle Made, and GIR. The company's core approach involves acquiring and nurturing established consumer brands, leveraging a unified strategy to enhance brand value and market reach within the home sector. It focuses on delivering quality, aesthetically pleasing, and functional items designed to elevate daily living.
The company was launched in 2019, emerging from the shuttering of the renowned creative agency Gin Lane. Emmett Shine, a pivotal figure from Gin Lane, spearheaded this transition, transforming the agency's collective expertise in brand building and digital experience into a new venture focused on product ownership. The founding insight was to apply Gin Lane's successful brand development strategies directly to a portfolio of consumer products, moving from client services to brand stewardship.
Pattern Brands targets consumers seeking thoughtfully designed, high-quality items for their homes, offering a curated selection that addresses various household needs. The company envisions creating a family of enduring brands that inspire a more conscious and appreciative approach to domestic life. It aims to foster deeper connections between individuals and their living spaces by providing products that enhance comfort, utility, and aesthetic appeal.
Pattern Brands has raised $99.0M across 3 funding rounds.
Pattern Brands has raised $99.0M in total across 3 funding rounds.
Pattern Brands is a New York-based company that acquires, builds, and scales a portfolio of direct-to-consumer (DTC) home-life brands focused on improving daily living for consumers, particularly millennials.[2][3][5][6] It provides marketing, operational optimization, multi-channel expansion, and e-commerce expertise to its brands, which include Open Spaces (organization essentials), Equal Parts (cookware), GIR (kitchen accessories), Yield, and Poketo, serving millions across the U.S. in the home goods sector.[3][4][6] The company has raised over $104M in funding through Series B-IV rounds, backed by investors like Toba Capital, Verlinvest, BAM Elevate, Primary, and RRE Ventures, and maintains strong financials with portfolio brands showing established revenue ($1M-$35M annually) and >10% EBITDA margins.[2][3][4]
Pattern Brands solves scaling challenges for DTC brands by leveraging in-house teams for M&A, supply chain, logistics, and brand management, transitioning founder-owned brands to multi-channel growth while preserving their unique IP and customer loyalty.[4][6] Its growth momentum includes launching two brands in 2019 (Open Spaces and Equal Parts), acquiring GIR in 2021, and further acquisitions like Yield and Poketo funded by a $25M Series B in 2022, with Open Spaces outperforming early on in sales and unit economics.[3][5]
Pattern Brands was founded in August 2019 in New York City by Nick Ling and Emmett Shine, who previously built Gin Lane, a creative agency that launched over 50 DTC startups—including Harry's, Sweetgreen, Hims, Everlane, and others—creating more than $15B in market value.[3][4][5][6] The idea emerged from Gin Lane's experience spotting high-potential DTC brands struggling to scale beyond initial online success; rather than a single-brand focus, they created "DTC 2.0"—a portfolio model of 5-10 home-centric brands sharing a mission to help millennials enjoy daily life.[5][6]
Early traction came quickly: Pattern launched Open Spaces and Equal Parts in 2019, acquired GIR in 2021, and secured $60M in acquisition capital followed by a $25M Series B in 2022 to fuel expansions like Yield and Poketo.[3][4] A pivotal moment was in March 2020, when leadership debated resource allocation amid Open Spaces' strong performance versus Equal Parts' redesign needs, solidifying their multi-brand strategy.[5] Formerly known as Gin Lane, Pattern Brands evolved from agency roots to operator, now owning seven brands sourced often from Shopify.[2][4]
(Note: Pattern Brands is distinct from Pattern, the Utah-based e-commerce accelerator founded in 2013.[1][7])
Pattern Brands rides the DTC-to-multi-channel evolution trend, capitalizing on e-commerce's post-pandemic maturity where pure online brands seek wholesale and omnichannel scale to combat saturation and rising customer acquisition costs.[2][4][5] Timing is ideal amid home goods demand surges from remote work and millennial homeownership, with market forces like Shopify's ecosystem favoring acquirers of proven DTC players.[2][4]
It influences the ecosystem by consolidating fragmented home-life brands (furniture, cookware, organization), providing a blueprint for "DTC 2.0" that avoids single-brand pitfalls like scaling limits and differentiation loss—potentially reshaping how agencies transition to operators in consumer tech.[5][6] Operating in a $263+ home goods startup space and broader 11K+ e-commerce sector, Pattern Brands accelerates portfolio value creation, mirroring consolidators in beauty and wellness.[2]
Pattern Brands is poised to expand its portfolio to 5-10 brands, prioritizing high-margin home categories via targeted M&A, while investing in marketing for parent-brand awareness and Equal Parts-style redesigns.[4][5][6] Trends like AI-driven personalization, sustainable supply chains, and global wholesale will shape its path, potentially boosting revenue beyond $14.8M through international multi-channel pushes.[3][4]
Its influence may evolve as a home goods consolidator, influencing DTC exits and agency-to-operator shifts; success hinges on balancing star brands like Open Spaces with portfolio diversity amid economic pressures. This positions Pattern Brands as a smart play in everyday essentials, turning daily life enhancements into scalable enterprise value—echoing its mission since day one.[3][5][6]
Pattern Brands has raised $99.0M in total across 3 funding rounds.
Pattern Brands's investors include Toba Capital, Verlinvest, Primary Venture Partners, RRE Ventures, Victory Park Capital, HOF Capital, Kleiner Perkins, RSE Ventures, Donald Richman, Allegion Ventures, Angel Invest, Centerfire Capital LLC.
Pattern Brands has raised $99.0M across 3 funding rounds. Most recently, it raised $25.0M Series B in July 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 12, 2022 | $25M Series B | Toba Capital, Verlinvest | Primary Venture Partners, RRE Ventures, Victory Park Capital | Announced |
| Jun 8, 2021 | $60M Venture Round | — | HOF Capital, Kleiner Perkins, Primary Venture Partners, RRE Ventures, RSE Ventures, Donald Richman | Announced |
| Aug 1, 2019 | $14M Series A | — | Allegion Ventures, Angel Invest, Centerfire Capital LLC, Expon Capital, GPO Fund, Heavybit, Interlock Partners, Jump Capital, Kindred Capital VC, Lemnos Labs, NextView Ventures, Revolution, RRE Ventures, Seraphim Space, Touchdown Ventures, KEY Compton, Paul Sims, Robert Stewart, R. Todd Mackey, TIM Griffin | Announced |