Story of Pattern: Holding Company Building & Acquiring DTC Home Essentials Brands
Story of Pattern:
From Gin Lane to Pattern Brands
Before Pattern Brands came into existence, the team operated as Gin Lane, a
world-renowned branding agency. Over more than a decade, Gin Lane helped launch
over 50 direct-to-consumer startups, including household names like Harry’s,
Hims, Sweetgreen, Everlane, and Smile Direct Club. Collectively, these brands
created over $15 billion in market value.
The Transformation Begins
In 2019, Gin Lane transitioned into Pattern Brands, shifting from supporting
brands to owning and building them. This change was led by Nicholas Ling,
Emmett Shine, and Suze Dowling, who co-founded Pattern with the mission of
simplifying modern living through thoughtfully designed home goods.
A Clear Mission
Pattern Brands’ goal has always been to improve everyday life by offering
curated, high-quality essentials for the home. Instead of trying to dominate
every product category, Pattern carefully selects or acquires brands that share
the same values: design-conscious, customer-first, and focused on enhancing
daily routines.
Acquisition-Led Growth
Unlike traditional startups, Pattern Brands grows primarily by acquiring
existing direct-to-consumer companies. Its M&A team looks for businesses
generating between $1M and $35M in annual revenue, with healthy profit margins
and loyal customer bases. After acquisition, Pattern provides operational
support, marketing expertise, and new distribution opportunities.
A Portfolio Approach
Today, Pattern owns and operates seven brands, with more acquisitions underway.
Each brand benefits from shared resources and expertise across the group,
creating efficiencies that smaller standalone companies would struggle to
achieve on their own.
The Poketo Example
One of Pattern’s most notable acquisitions was Poketo, a design-focused
lifestyle brand. After securing $25 million in Series B funding, Pattern
acquired Poketo in 2022 and soon after opened a flagship store in Santa Monica,
California. This move accelerated Pattern’s expansion into physical retail
sooner than originally planned.
Brick-and-Mortar Strategy
While Pattern began as an internet-first company, it now sees brick-and-mortar
as a vital growth channel. By creating retail spaces that resemble curated
homes, Pattern helps customers imagine how products fit into real life,
strengthening brand connection and driving sales.
Designing the In-Store Experience
The Santa Monica Poketo store is more than a shop—it’s staged like a home,
complete with entryway, living room, and bathroom spaces. Warm lighting and
soft tones create a welcoming environment, reinforcing Pattern’s mission of
making everyday living better.
Story of Pattern: Holding Company Building & Acquiring DTC Home Essentials Brands#startup#entrepreneur#Funding#networth#investor#Pattern story
Founder-Friendly Approach
Having worked closely with hundreds of entrepreneurs at Gin Lane, Pattern
understands the challenges founders face. That’s why the company positions
itself as a supportive acquirer, helping founders transition while ensuring
their original vision continues to thrive under new ownership.
Strong Investor Backing
Pattern has raised over $100 million in funding, with Series B bringing in $53
million. Its investor base includes leading firms such as Kleiner Perkins, RRE
Ventures, Toba Capital, Victory Park Capital, and Verlinvest, all aligned with
its long-term acquisition strategy.
Competing in the DTC Landscape
Pattern isn’t alone in this holding company model. Other players like Very
Great and Win Brands Group also acquire and scale DTC businesses. What sets
Pattern apart is its deep brand-building expertise and strong design
sensibility, stemming from its Gin Lane roots.
Expanding Opportunities
Pattern doesn’t just focus on e-commerce. It helps brands explore wholesale,
Amazon, and other retail opportunities, ensuring products reach consumers
across multiple channels. This multi-channel strategy helps smaller brands
scale faster than they could independently.
A Focus on the Consumer
At the heart of Pattern’s growth strategy is its consumer. The company caters
to a design-conscious, millennial audience that values quality, simplicity, and
thoughtful design. Every acquisition and retail decision reflects this
consumer-first philosophy.
Looking Ahead
As Pattern continues to acquire more home-focused brands, it aims to become the
go-to destination for modern living essentials. By blending operational
expertise with creativity, Pattern is building not just a portfolio of products
but a lifestyle ecosystem for the next generation of homeowners.
Timeline of Pattern Brands
- 2003
– Nicholas Ling, Emmett Shine, and Suze Dowling launch Gin Lane, a
brand-building agency.
- 2003–2019
– Gin Lane helps launch 50+ DTC brands including Harry’s, Sweetgreen,
Hims, Everlane, and Smile Direct Club.
- 2019
– Gin Lane transforms into Pattern Brands, shifting to acquiring
and building its own portfolio of home brands.
- 2020–2021
– Pattern grows through acquisitions, focusing on home essentials with
strong financials and customer loyalty.
- 2022
– Raises $25M in Series B funding; acquires Poketo and opens its
first retail store in Santa Monica, California.
- 2023–2024
– Expands portfolio to seven brands; accelerates multi-channel growth
including Amazon and wholesale distribution.
- 2025
– Continues acquiring new brands, scaling brick-and-mortar presence, and
positioning itself as a leader in modern home essentials.
