Pattern is centered on home and wellness and has raised money investors including RRE Ventures, Primary Ventures and Kleiner Perkins.
This story requires our BI Prime membership. To read the full article,Gin Lane, an ad agency that has helped take direct-to-consumer upstarts including Harry's and Hims to market, is spinning off into a multi-brand conglomerate of direct-to-consumer brands called Pattern.
It is launching with a line of cookware products called Equal Parts that also will promote cooking as a habit.Gin Lane no longer wants to just help other direct-to-consumer companies grow.
"With more than 10 years of experience, we know how businesses should be built in the direct-to-consumer era," Nick Ling, co-founder and CEO of Pattern and former CEO of Gin Lane, told Business Insider."We believe we can have a more direct and meaningful impact on our generation's lives and wanted to challenge ourselves and the rest of the industry to build brands for today's consumers.
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