Pattern Brands

So here's the thing about Pattern Brands-they're basically the cool older sibling of the home goods world, quietly building an empire while everyone else is still figuring out what "lifestyle brand" actually means.

The Pattern family of brands is on a mission to help people better enjoy daily life with products that elevate and enhance their routines. But that's just corporate speak for what they're really doing: taking all those mundane daily tasks and making them feel intentional. Since its launch in 2019, Pattern has developed and brought to market two thoughtfully-made and design-forward home-centric brands: OpenSpaces (organization essentials) and EqualParts (cookware), and in 2021 acquired GIR (a successful line of kitchen accessories).

What's fascinating is their acquisition strategy. Since its launch in 2019, Pattern has developed and brought to market two thoughtfully-made and design-forward home-centric brands: Open Spaces and Equal Parts, and it has acquired GIR, Letterfolk, Poketo, YIELD, Onsen, and Miracle. They're not just buying random companies-they're curating a collection of brands that all speak the same design language.

And here's where it gets interesting: The team behind Pattern formerly founded Gin Lane, a brand-building agency, where we helped brands build over $15B worth of market share. These aren't newcomers stumbling around the direct-to-consumer space. They've been behind some of the biggest DTC success stories, so when they decided to stop building brands for other people and start acquiring them for themselves, that was a pretty big deal.

Pattern Brands announced today that it has raised $25M in a Series B on top of the $60M of acquisition capital brought in last year, led by new investors Toba Capital, Verlinvest, and BAM Elevate. That's serious money backing their vision of what home goods can be.

The brands they've collected aren't just pretty faces either. Take GIR-those colorful kitchen tools you've probably seen on Instagram. Or Open Spaces, which makes organization feel less like a chore and more like self-care. The company's Poketo brand, which it acquired last year, recently opened a store in Santa Monica, California. The flagship store not only features products from Poketo, but also items from Pattern's other brands.

What I find most compelling is their approach to retail. They're not abandoning e-commerce for brick-and-mortar or vice versa. While opening the store marks a major step for Poketo and Pattern Brands, the company still sees value in the brand's website, which offers more convenience to consumers and provides them with more product information and buying opportunities. Ling hopes the two channels can complement each other in a customer's path to purchase. "We see them very much playing together in one ecosystem," Ling said.