Brookstone is a name that many people associate with innovative gadgets, wellness products, and unique gift items. Once a prominent player in the retail world, Brookstone became synonymous with cutting-edge technology and novelty items that made shopping for family and friends fun. But as times changed, so did Brookstone’s business model. So, the question arises: Is Brookstone still in business? Let’s take a journey through its history, current operations, customer reviews, and what the future holds for this once-famous brand.
A Brief History of Brookstone
Brookstone was founded in 1965 by Pierre de Beaumont. It initially operated as a mail-order business, specializing in unique and hard-to-find tools for hobbyists. The company gained recognition in the 1980s when it opened its first retail store at New Hampshire’s Manchester Mall. By the 1990s, Brookstone was on the rise, expanding rapidly across malls and airports in the U.S., offering an array of quirky products, from massagers to tech gadgets.
Brookstone’s ability to provide fun, high-tech gifts for people of all ages quickly made it a favorite destination for shoppers. But despite its success in the retail space, Brookstone would face many challenges in the years to come, including increased competition from e-commerce giants and shifting consumer preferences.
Is Brookstone Still in Business?
As of 2026, Brookstone is indeed still in business—but its operations look quite different from its heyday. After filing for Chapter 11 bankruptcy in 2018, the company made a strategic decision to close all of its mall-based stores and shift its focus primarily to e-commerce. While the company no longer has a massive presence in physical retail, it continues to thrive through its online platform, selling a wide range of innovative products like wellness gadgets, tech accessories, and home products. Brookstone has also retained a smaller, more selective presence at airport retail locations.
Brookstone’s transformation shows how companies need to evolve in response to the ever-changing retail landscape. So, while the large mall stores are gone, the brand is still very much alive and adapting.
Current Strategy of Brookstone
Brookstone’s current business strategy revolves around its online retail presence and select physical locations, such as those in airports. The brand has managed to pivot successfully by embracing e-commerce and focusing on an audience that appreciates premium and unique products.
Their current strategy includes offering high-quality products in niche markets such as wellness, relaxation, and personal care. These products appeal to consumers looking for premium solutions for stress relief, massage therapy, and other health-related needs. Brookstone’s strategy also capitalizes on the growing demand for smart home technology, ensuring they stay relevant in the tech space.
Additionally, the company has entered into partnerships with other retailers, allowing their products to be sold in other stores and online marketplaces.
Brookstone Products and Innovation Today
Despite facing financial setbacks, Brookstone is still known for its innovative product lineup. Over the years, the company has stayed true to its roots by offering a unique mix of technology, wellness, and convenience products. Some of their most popular items include massage chairs, sleep aids, high-tech gadgets, and personal care accessories. Brookstone is also known for offering unique gifts that appeal to all age groups, often making it a go-to destination for holiday shopping.
Brookstone’s ability to merge tech innovation with practical wellness solutions is one reason why the brand continues to thrive online. The smart home devices they offer are particularly popular among tech enthusiasts who want to create a more convenient, comfortable living space.
Brookstone Online Shift and New Ownership
One of the key factors that have allowed Brookstone to stay afloat is its shift to an online-only business model. This move allowed the company to reduce overhead costs and focus on its digital presence. In 2020, Brookstone was acquired by Bluestar Alliance, a company that specializes in revitalizing iconic brands. With new ownership, Brookstone has seen improvements in its online store and product offerings.
Under the guidance of Bluestar Alliance, Brookstone has been able to adapt to e-commerce trends and cater to a more digitally savvy customer base. The online store now provides a seamless shopping experience, allowing customers to easily browse and purchase Brookstone products from anywhere in the world.
Reviews of Customers on Brookstone
Customer reviews of Brookstone are generally positive, particularly when it comes to the quality and innovation of its products. Many customers rave about the high-end massage chairs, the comfort and effectiveness of wellness gadgets, and the durability of their tech accessories.
However, some customers have raised concerns about the pricing of Brookstone products, claiming they can be on the higher end of the spectrum compared to similar items in the market. Despite these concerns, many customers appreciate the unique product offerings that are often hard to find elsewhere.
Future of Brookstone
The future of Brookstone looks promising, especially given its recent changes and current business model. As the brand continues to adapt to e-commerce trends and target niche markets like wellness and tech, Brookstone could solidify itself as a go-to destination for high-tech, wellness-focused products.
Additionally, Brookstone could expand its reach internationally, capitalizing on the global demand for innovative home gadgets and wellness solutions. With new ownership and a more digital-centric approach, Brookstone’s future seems focused on continuing to innovate while staying true to its roots as a provider of unique and fun products.
Conclusion
To answer the burning question: Is Brookstone still in business? The answer is yes—though it may look quite different from what we once knew. The company’s transition from mall stores to an online-first business has allowed it to stay relevant in today’s fast-changing retail landscape. While Brookstone no longer dominates the physical retail world, its focus on high-quality wellness, tech, and gift products continues to appeal to consumers looking for something special. With its new ownership and a forward-thinking strategy, Brookstone’s future remains bright, proving that even iconic brands can evolve and thrive in the digital age.
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