Welcome to The Week in Direct-to-Consumer, a weekly roundup for marketers from Quad Insights that sums up the latest news in the DTC space.
Our Place partners with Amazon
DTC kitchenware brand Our Place just announced that it’s launched a storefront on Amazon. Originally known for its versatile Always Pan, the brand now features a variety of nontoxic, sustainably sourced products that the company boasts are capable of “replacing up to ten pieces of kitchenware.” Products available on Amazon include pots, pans, an indoor grill and ovenware.
The partnership with Amazon comes as Our Place continues to build its omnichannel strategy, reports Retail Dive’s Howard Ruben, noting that the company also has two brick-and-mortar locations, a partnership with Nordstrom and a collaboration with Selena Gomez.
Reformation and the New York City Ballet launch new collaboration
DTC sustainable fashion brand Reformation has partnered with the New York City Ballet (NYCB) to launch a 19-piece “balletcore” collection, Women’s Wear Daily’s Hannah Malach reports. The Ref x NYCB capsule “includes dresses, knitwear and footwear inspired by George Balanchine’s groundbreaking abstract ballet ‘Jewels,’ which opens the dance company’s fall 2023 season,” Malach notes. The collection, which has price points ranging from $98 to $348, leverages Reformation’s recycled cashmere, which the company says has 87% less carbon impact than traditional cashmere, and is available online and at select retail locations, including New York City Reformation stores.
• “Reformation collaborates with the New York City Ballet” (Harper’s Bazaar)
Dollar Shave Club brings back Ball Spray
DTC men’s shaving brand Dollar Shave Club just announced the return of one of its most famous non-shaving products, Ball Spray — the “below-the-belt” spray deodorant that was made temporarily unavailable for packaging revisions. Now in a 75% larger 6-ounce can, the deodorant’s updated version still features the original formula, which promises to “set your balls free from friction and odor,” according to the product page. In a statement, Dollar Shave Club CMO Megan Milazzo cited Ball Spray, which sells for $10, as an excellent example of the brand’s mission, which “aims to provide functional solutions to consumer needs that are both fun and affordable.”
Mizzen+Main expands U.S. retail presence
DTC menswear brand Mizzen+Main continues its retail expansion with its announcement of three new brick-and-mortar stores in Scottsdale, Houston and San Antonio, bringing its brick-and-mortar store total to 10 by the end of 2023. The company says that the “communal” design of the new stores will better represent the brand in real life. “Walking into any of our retail locations lets customers get to know Mizzen+Main for themselves, and we want that experience to be readily available for every man, everywhere,” CMO Bethany Muths said in a statement.
• “Mizzen+Main Plans to Open 10 Stores by End of 2023” (Retail TouchPoints)
• “Decker’s Ugg releases all-gender sustainability-focused collection” (Inside Retail)
• “Birkenstock, the German Sandal Maker, Raises $1.48 Billion in Its I.P.O.” (The New York Times)
• “Sorel opens first pop-up store” (Retail Dive)