The apparel company Marine Layer is expanding its [Airbnb loft project](https://www.marinelayer.com/pages/airbnb), with plans to open a new apartment and Nashville store that aims to create a unique brand experience that pays homage to the company's beachcomber vibe and e-commerce heritage.
The California-based clothier opened its third [loft above its New Orleans](https://www.airbnb.com/rooms/24201760) store in March for $200 a night. The company also offers lofts for rent in Portland, Ore., (currently being renovated) and [Chicago ($300/night)](https://www.airbnb.com/rooms/6644524). The fourth location in Nashville is scheduled to open this summer.
Mike Natenshon, co-founder of Marine Layer, said he and his partner Adam Lynch decided to offer apartments for rent above their stores as a way to sell an experience along with their super-soft T-shirts.
"It was a great way to experience the lifestyle beyond the store," said Natenshon in an interview Thursday on Cheddar.
Natenshon founded Marine Layer in 2009 as a one-man enterprise, with the mission of creating the world's softest T-shirt. He and his friend Lynch started by selling their tees out of the back of a van. Once they outgrew their '69 VW bus, they started an online-only, direct-to-consumer company e-commerce service.
Almost 10 years and two rounds of funding later, Marine Layer has set up 34 brick-and-mortar shops and raised $3.7 million, according to [Crunchbase](https://www.crunchbase.com/organization/marinelayer). Natenshon said he and Lynch decided to open physical stores because they wanted to, "be wherever customers want to shop."
Marine Layer's considered approach ー e-commerce, brick-and-mortar, and AirBnB lofts ー is intended to create a unique customer experience.
"We have a human element to our brand that is very hard to replicate," said Natenshon. "Those personal touches are why we are successful in the world of Amazon."
For the full interview, [click here](https://cheddar.com/videos/marine-layer-founders-share-their-secret-to-succeeding-in-the-amazon-era).
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