The Grinds: Walmart is incubating an Everlane-like private label, CVS embraces K-beauty, Equinox turns to employees for brand promotion, Van Leeuwen raises minority investment

Walmart is incubating an Everlane-like private-label brand—should Everlane worry? What happened Walmart’s new brand is allegedly inspired by Everlane—the minimalist “essentials” brand for women’s apparel and accessories—but will aim to reel in…


Digitized: Away and Goop aim to be digital-first “lifestyle brands,” but they are still just product companies

“Lifestyle brand” is a buzzword that has lost meaning in the consumer economy. Either imposed or self-ascribed, companies with the label use it as a justification for their ambition to become much more than a brand, but a way of life. Some are…


Dear Entireworld: One Thing I Would Do

Building a traditional basics brand today is a somewhat futile quest, riddled with endless products and price deflation. The way to make it work, then, is to build a basics brand by not building a basics brand. The current manifestation of…


Direct to consumer brands vs commodities: who will prevail?

A few weeks ago, Dave Ambrose tweeted out the above image showing an Away suitcase and an Amazon Basics replica side-by-side. The Away bag costs $295 and the Amazon Basics one is $89.99. Away is one of the current darlings of the direct to consumer…