Pioneer Linens 110th Anniversary

On February 23rd, Palm Beach’s premier luxury linen retailer Pioneer Linens celebrated its 110th anniversary of business. The milestone comes as the family-owned business 3rd and 4th generation are at the helm – Penny Murphy (granddaughter of founder Max Greenberg) and her daughters Marissa and Camille Murphy.

(George Greenberg, 2nd Generation)

“We feel very grateful to still serve our loyal customers after 110 years of business in The Palm Beaches,” says Penny Murphy, President of Pioneer Linens. “Our business is more successful than ever, and we are so thrilled to see our company continue to grow and flourish with each generation.”

Pioneer Linens was originally founded in 1912 by Austrian immigrant Max Greenberg as a hardware business, The Pioneer Company, located in Lake Worth and was later passed on to his son George. As residents began to settle in the area and build homes, Pioneer Linens started to sell blankets, ice boxes, and kerosene lanterns. In 1928, Pioneer Linens moved to West Palm Beach where the business became the first store to create the towel wall, which is now the industry standard for merchandising towels. George Greenberg created the term “bed skirt,” which was previously referred to as a “dust ruffle.” In the 1960s, condominium construction began in Palm Beach and Pioneer Linens became a full-fledged linen boutique. In the late 1980’s The Pioneer Company officially changed its name to Pioneer Linens.

In the early 1990s, more people were moving to Palm Beach and building exceptionally large houses and Pioneer Linens’ merchandise once again changed. Pioneer Linens began the luxury linen business selling high thread count sheets, crystal waste baskets, banquet size tablecloths, and other luxury goods at its brick-and-mortar location. Penny Murphy joined her father during this time and she convinced him to create, which has continued to evolve over the years to become a primary resource for the brand’s customers around the world.

In 2018, the brand introduced The Pioneer Linens Signature Collection, a full line of fine home textiles designed in-house and available exclusively through Pioneer Linens. The line is an accumulation of the Murphy family’s deep knowledge of linen and expertise in customization. Entirely crafted in Europe, the collection was conceived in close partnership with the finest boutique mills and factories. Embroidery patterns and motifs are sourced from the historic archives of old-world craftsmen, as well as designed exclusively by Pioneer Linens with their clients in mind. The finished product is both ultra-luxurious, and highly customizable. With linens, towels, tablecloths, and embroidery available in over 100 colors, the design capabilities of the Pioneer Linens Signature Collection are limited only by the imagination. The Pioneer Linens Signature Collection gives clients the opportunity to find unique and bespoke options that are not available in department stores. Pioneer Linens has plans to continue to expand this collection in the upcoming years.

The retailer also caters to those seeking to outfit their yachts and offers a program specific to the design trade.

“As of 2021, Pioneer Linens has customers in over 30 different countries. Rockstars and royalty, as well as top designers enjoy sleeping on our sheets, drying off with our towels and dining on our fine linens,” says Penny Murphy, president.

Penny, Marissa, and Camille own and run Pioneer Linens, which today offers an expansive 10,000 square foot storefront in West Palm Beach, as well as a robust global ecommerce business. This multigenerational trifecta blends decades of exceptional customer service and a keen eye for design to provide an unparalleled selection of luxury and custom items.


(The Murphy Family)

Pioneer Linens continues to specialize in bespoke bedding, towels & bath accessories, tabletop décor and offering the best and most exclusive products in the industry. The company carries luxury linen brands such as SFERRA, Matouk, and Yves Delorme to name a few, in addition to their own bespoke Pioneer Linens’ Signature Collection.

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