Brooklinen, the direct-to-consumer bed linens brand, has today announced the opening of a four-month pop-up shop in NYC.

The company has been around for four years thus far, and recently hit $100 million in revenue after raising just $10 million in funding.

Part of the company’s success comes down to its attention to detail. The process of shopping for sheets is often difficult for new adults who don’t understand how to weigh quality and price, and usually don’t get much help in stores like Bed Bath & Beyond.

Brooklinen isn’t necessarily inexpensive — 270 thread count sheets start at $129 for a queen, and 480 thread count sheets start at $149 for a queen — but the process of purchasing quality sheets is leaps and bounds more convenient. Brooklinen handles fulfillment, including the packaging, and has invested in customer service to ensure that there are no hiccups from the point of purchase to the point of making the bed.

Moreover, Brooklinen has designed many of their sheets to easily mix and match with other sets, creating an environment that begs for repeat purchases.

That said, there are still customers who either need the instant gratification of a purchase or to touch and feel the product before converting. Which is why Brooklinen is launching the pop-up shop on Spring Street in Soho.

Cofounder and CEO Rich Fulop explained to TechCrunch that the timing of the pop-up was very intentional.

“We’re doing a four-month pop-up to learn as much as we can and talk to customers,” said Fulop. “We understand that shopping picks up ahead of the holidays, so we set it up to go through the holidays and then into the slower time following the holidays. We want to see the difference between holiday season and through to February so we don’t get a false positive in terms of the model.”

Interestingly, Brooklinen is opting to hold inventory in the store so that purchasing customers can take home their wares. Many pop-up shops offer portals to purchase items and have them shipped as opposed to holding inventory. The company wants to capitalize on any customer who’s flirting with the idea of purchasing and believes holding inventory is the best way to do that.

However, Brooklinen expressed no interest in going the wholesale route, selling inventory to other retailers. Controlling every step of the process, from design all the way to fulfillment, is part of what makes Brooklinen successful, according to the founders.

The 2,000 square-foot space is at 119 Spring St and officially opens on Friday.