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January 7, 2019
NEW YORK — A new year calls for sparkly new sheets. But shoppers looking for high-quality linens without hurting their budget may want to skip the so-called white sales at mass retailers.
A new cast of startups, including Parachute, Brooklinen, and Boll & Branch, are cutting out middlemen and selling directly to customers online at a fraction of the price it would normally cost at high-end stores. Licensing fees and markups at retail easily boost the price of a sheet.
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