Press commentary on how digitally-native brands are strategically striking wholesale partnerships. Read the full article

On Harry’s entrance into wholesale:

Men’s personal care brand Harry’s, which sells in Target and Walmart after initially launching online and in a few speciality retailers, including J. Crew, found itself in big-box retail after initially believing better retail experiences were done without such sprawling middlemen. But according to Lee Lenox, Harry’s senior director of sales, the brand eventually realized that the convenience of these stores’ wide retail networks was the best way to reach customers where they were shopping for razors and other similar items already.

“Direct purity is over for brands,” said Richie Siegel, founder of retail analytics company Loose Threads. “Online is just too saturated. But that’s not to say that these brands are going into wholesale blind.”