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…


The Niche Paradox: The difference between underserved and niche markets

While many of the newest crop of digitally-native, direct-to-consumer brands attempt to democratize luxury in one way or another, they still overwhelmingly attend to young professionals in urban centers like New York, Los Angeles and San Francisco.…


The Niche Audience Report

Even the most seemingly revolutionary products can fail without an engaged audience. According to Harvard Business Review, American families repeatedly buy the same 150 items for their household needs. Getting shoppers to consider a new product is…