Branding 101: Have a Brand - Morning Brew
Brandless, a direct-to-consumer retailer, has shut down business operations, Protocol reports. It's laying off 70 employees, while the remaining 10 will look for acquisition offers and fulfill remaining orders.
The backstory: Brandless launched in July 2017 on the conviction that millennials were just as over conventional "brands" as they were canned tuna. It offered hundreds of everyday household items—from organic maple syrup to tree-free toilet paper—at just $3 a pop.
The rest of Brandless's spiel should sound familiar:
- Cut out the hidden middleman to avoid markups
- Offer non-GMO, preservative-free food products
- Advertise "community-driven values" and "transparency"