Most digitally native vertically integrated brands aim to curate every aspect of the customer experience. That’s why many of them, including Warby Parker, Casper and Internet Retailer Magazine November Innovation IssueBonobos, have opened stores across the country where they have as much control offline as they do online.

But Resident—the parent company behind mattress brand Nectar, as well as rug retailer Wovenly and furniture brand Bundle—is taking a different approach by launching a wholesale business in which it sells its products to retailers with a sizable offline presence. The tactic has enabled the retailer to make a rapid push offline so consumers can see its products in person. And that offline initiative hasn’t hurt its online sales, which grew 525% last year, making it the fastest-growing retailer in the Internet Retailer 2019 Top 1000.

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