Brandless Collapses

San Francisco based online retailer Brandless made a splash in July 2017 with its bold launch which featured a 100% private brand assortment. Today marked the end of the retailer

In a statement on the retailer

After more than two amazing years of bringing customers across the country better for you and better for the planet products, Brandless is halting operations. While the Brandless team set a new bar for the types of products consumers deserve and at prices they expect, the fiercely competitive direct-to-consumer market has proven unsustainable for our current business model.

The good news is that although Brandless products will no longer be available on our website, they will still exist in homes and kitchens everywhere thanks to you, our supporters and fans.

To all of our customers: thank you for trusting Brandless to bring you innovative products created with quality materials and clean ingredients that help you live well and take better care of yourself, your family and your home. We’re hopeful the future holds a new version of Brandless and that we see you again.

As part of its closure, the retailer will lay off 70 employees, with 10 staying to close the business and sell its remaining assets.

Brandless\’ closure marks the end of the tumultuous 2.5-year run.

\”I\’m proud of what we created at Brandless and the hard work and dedication of everyone on the team,\” said Brandless\’ CEO (former CFO) Evan Price in an email. \”Brandless set a new standard in the wellness and sustainable products industry, and while we weren\’t able to compete competitively in today\’s DTC market, I\’m confident the next great brands of tomorrow will be built from this experience.\”

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Brandless Brings Pop-Up With Purpose To NYC


Online retailer Brandless who offers a curated assortment of high-quality private brand products at simple, fair prices, announced late last week tht it will bring its Pop-Up with Purpose to New York City from October 24 to November 4. Located in the Milk Building at 459 W. 14th Street, the 12-day brick and mortar Brandless pop-up will offer an immersive and interactive experience that brings together education, community connection, taste, trial, and hands-on moments with its over 350 better-for-you items priced at $3.

Following a successful first Pop-up with Purpose in Los Angeles in May, Brandless will bring its real-life experience to the East Coast with even more eye-popping and experiential activations. Double the size of its LA West Hollywood shop, the NYC Meatpacking location will be filled with new and creative installations from floor to ceiling. Designed to activate all five senses, the opportunities to taste and sample in NYC will be increased tenfold.

\”The Brandless community is vibrant from coast to coast and every state in between. We want people to experience #BrandlessLife, which extends beyond the products to a movement centered on simple, fair prices. It enables access to everyone and practices tangible acts of kindness every day,\” said Tina Sharkey, co-founder and CEO of Brandless. \”The NYC pop-up will not only embody the Brandless ethos, but will also bring our delicious goods and awesome products to life through tasting flight menus, a full tasting wall of non-GMO, organic and vegan snacks, a fair-trade coffee experience, a clean beauty lounge and so much more.\”

The pop-up will provide a deeper exploration into Brandless values, encouraging visitors to discover shared affinities based on Just What Matters to them at every turn. For example, a bamboo forest installation will shed light on how tree-free paper goods can be made from sugarcane and bamboo grasses while a fair-trade coffee bar and installation will highlight the importance of supporting fair wages and safe working conditions for coffee farming communities. Guests can peruse the entire assortment of Brandless products across all aisles, including non-GMO and organic food, clean and cruelty-free beauty products, non-toxic cleaners and home goods. They will also get a glimpse into the future of the brand with first looks at new releases and can purchase a \”Best of Brandless\” bundle specially curated and packed for NYC visitors. Further, Brandless\’ purpose-driven mission will come to life with interactive storytelling installations focused on giving back, practicing kindness and making a positive impact on communities.

In addition to the meal that Brandless donates in partnership with Feeding America every time someone makes a purchase on, the company will also donate one meal for every social post using #BrandlessLife throughout the duration of the pop-up. Brandless has already donated over 2.5 million meals to people facing hunger since its launch in July 2017.

The Brandless NYC Pop-Up with Purpose will be open from 9 a.m. to 7 p.m. every day from October 24 through November 4.

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$50m in Funding Fuels Brandless $3 Private Brand

\"\"Google, Amazon, Lidl, Warby Parker, Harrys, Facebook, Twitter, Instagram, and YouTube are changing retail and branding forever. The latest evidence of this can is evident in Brandless, the disruptive retailer/brand created by Tina Sharkey and Ido Leffler. Their goal is to take advantage of the new world of retail and brands and change the way consumers buy everyday essentials. They join and recent Walmart acquisition in their quest to change the way Americans stock up with its direct-to-consumer model and $3 price point.

\"\"Brandless provides a collection of 100% private brand products that includes packaged goods, cleaning and household supplies, health and beauty, personal care and office supplies. Although the name would have you believe that they are brandless, they are in fact beautifully designed modern package that represents an aesthetic that brings Brandless to life. The packaging highlights the key features of each product including non-GMO, organic, fair trade, kosher, gluten-free or no added sugar.

\"\"The traditional press would have you believe that the big innovation at Brandless was to make a limited range of household staples and sell them all at a single price, there is nothing innovative about that, dollar stores have been doing it for decades.

\"\"The innovation is unapologetically acting like a brand, boldly stepping forward as a brand and using the internet, social media, modern delivery methods and the new economy to replace what it calls the “brand tax.” This includes all the expenses related to the old-school consumer packaged goods brands, the largest of which is marketing and advertising. Brandless can offer its goods at 40% less than comparable products on average.\"\"

Brandless has been able to lower costs is by reducing the assortment to a few hundred items. With a product development team in Minneapolis led by Rachael Vegas who worked at Target for 15 years.