Why We're Slow to Add New Categories

Brand & Values: Why We're Slow to Add New Categories

We get asked fairly often when we'll add aprons, blankets, or other categories. The honest answer is: when we've found a supplier and product we'd actually stand behind, not before.

It would be easy to expand quickly, source generically, private-label a few home goods, call it a new collection. We're not going to do that. Every category we add goes through the same vetting we used for our first linen pieces: real fiber transparency, durability testing, and a supplier relationship we trust.

That means our catalog will look thin compared to a general store for a while. We think that's a better trade than filling shelf space with things we haven't actually verified.

Linen and cotton aprons are next, followed by wool and cashmere or alpaca blankets and other natural fiber goods for the home. We'll write about each one here as it's ready, not before.