’It’s really about quality over quantity’: Pattern Brands’ Suze Dowling on the new roll-up brand playbook

It's been a tough few years for roll-up companies, but Pattern Brands seems to have bucked the trend.

The company -- which began as design agency Gin Lane and evolved into a portfolio of DTC brands including Open Spaces, Onset and Gir -- raised a $25 million Series B in 2022 -- and has been slowly building out its portfolio ever since.

While other roll-up players like Thrasio and Win Brands Group have faced major headwinds, Pattern has continued chugging along. Its co-founder and chief business officer Suze Dowling, who joined the Modern Retail Podcast this week, attributes this to the company's focus on its core consumer.

"If you're working across seven brands in a portfolio, it is helpful to try and find what is the grounding force," Dowling said.

This shopper is internally dubbed "Mia," and all of Pattern's brands -- including towel company Olsen and kitchen accessory maker Air -- target "those micro-moments of [Mia's] day, and how can we make them just a little bit more special," Dowling said.

By having that focus on one type of shopper, Dowling said that Pattern has been able to remain grounded and focused. "I would challenge [the idea that] for some of the Amazon aggregators -- that also had 50 brands, 100 brands -- that they were able to find those same synergies in how they operated," she said.

For now, Pattern has been focused on finding the right brands to buy -- as well as finding the best modes for growth. "I'm very excited and kind of gung-ho on trying to make sure we build some mass retail partnerships over the next 12 to 18 months," Dowling said.