Press commentary on direct-to-consumer brand’s growth linked to private equity firms. Read the full article.

On direct-to-consumer brand’s use of product giveaways to attract new audiences:

Richie Siegel, the founder and lead analyst for retail consultancy Loose Threads, said the most frequent way he sees DTC brands try to reach fans of other companies is through limited-time product giveaways. Rhone, for example ran a Father’s Day promotion on its Instagram account where followers tagged a dad they know in the comments to be entered into a contest to receive a $1000 product package, which included a $250 gift card to Rhone, a bag from Dagne Dover, supplements from Eboost, and other products from athletic-minded startups.

In many of these cases, all of the brands will promote the giveaway on their respective social accounts, increasing the likelihood that a customer of one brand will come across the name of another participating brand for the first time. Nancy Smith, chief marketing officer of Hydrow, previously told Modern Retail that Hydrow partnered with Rhone after it decided that it wasn’t yet ready to open more pop-up stores, after opening its first last November in Boston.

While many of these partnerships are still small in nature, if they become more successful over time, brands may make collaborations a bigger component of their customer acquisition strategy.

“It’s not a strategy I would bank my company on, but I think it could move the needle over time,” Siegel said.”