New Jersey’s Short Hills Mall has a new tenant: Boll & Branch, the digital consumer bedding brand, has gone physical.
The first organic, Fair Trade Certified bedding retailer, the Summit, New Jersey–based Boll & Branch will spotlight its full collection, as well as its sleep stylist offerings, in the new location.
“We are really proud to be opening our flagship Boll & Branch store within The Mall at Short Hills,” said CEO and co-founder Scott Tannen. “With our company headquarters just miles away, this is a natural fit and truly an evolution for our brand. Originally as a direct-to-consumer disruptor in the luxury home good sector, we are thrilled to now have this location to allow our top customer base to be able to experience the brand.”
Among the offerings are sheets, bedding, bath and baby products, including a new fall flannel collection and a relaunched pillow line.
Haven’t heard of the direct-to-consumer brand? It was founded by husband-and-wife team Scott and Missy Tannen; the pair saw an opportunity in the bedding market when store associates were unable to educate them on the quality and origin of a bedsheet. They set out to create not only 100 percent organic bedding, but also a transparent supply chain with fair-trade principles implemented for the brand’s farmers and factories.
While this is its first flagship store, Boll & Branch has dipped its toe in the brick-and-mortar pond before; it opened a test store in August of last year in a 1,950-square-foot space in the same mall, reported Home Textiles Today.
Boll & Branch is one of a number of D2C bedding brands, among them: Parachute, Crane & Canopy, Wright, Hill House Home, Loomstead, Brooklinen, and Threaded, which launched this past week.