Brandless to Disrupt With Private Brand

Tina Sharkey and serial entrepreneur Ido Leffler Fortune Sarah Deragon Portraits To The People

Early this month Fortune magazine featured a fascinating story “Investors Bet on Brandless as the Next Procter and Gamble for Millennials” which previewed a new commerce store Brandless.

Founded by Silcone Valley investors: Sherpa Capital’s Tina Sharkey and serial entrepreneur Ido Leffler, the new retailer received $16 million in funding led by Redpoint Ventures with Cowboy Ventures, Slow Capital, and Sherpa Capital all participating.

Brandless will be 100% private brand. All food will be either natural and/or organic, and the site promises a simply curated experience that includes only the right products.

And to disrupt the retail model even further every product available on Brandless is the same price, which the company did not disclose but said it was in the single digits.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.