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.
Bondi Sands launches in Walmart
On Monday, Australian self-tanning brand Bondi Sands announced its launch in select U.S. Walmart locations and on Walmart.com, the company announced. Bondi Sands continues to branch out from its DTC roots and grow its international footprint, with Walmart becoming the eighth major retailer to carry the brand. The launch features eight products “formulated to prep and maintain a glowing tan,” according to the company, and will be available in new package sizes and price points exclusive to Walmart.
With this partnership, Walmart continues to boost its beauty offerings. Personal care brand Clean Age — the Golden Ticket winner of Walmart’s most recent startup pitch competition — and hair color brand Madison Reed also announced Walmart launches in the past month, as we noted in an earlier installment of The Week in Direct-to-Consumer.
• “Bondi Sands Boosts US Presence with Walmart Expansion” (Global Cosmetic Industry)
Puma and Rihanna reunite with the Fenty x Puma Avanti
Puma launched Fenty x Puma Avanti footwear on Friday, Sept. 15, officially kicking off the anticipated return of its partnership with Fenty Founder Rihanna. With Rihanna back as creative director, the new shoe nods to Puma’s football heritage, combining a leather upper with a running shoe outsole.
The two brands enjoyed a series of successful collaborations from 2015 to 2018, and Puma Chief Product Officer Maria Valdes sees this launch as the beginning of another fruitful partnership with Fenty and Rihanna. “I’m very happy to see this project come to life and even more excited for what the coming years have in store for us together,” Valdes said in a statement. The Fenty x Puma Avanti shoe will be available on puma.com and at select retailers.
• “Fenty X Puma Is Back With Rihanna’s Reign And A New Drop—The Avanti” (Essence)
Disney and Charter Spectrum strike a deal to end media blackout
Hours before the season debut of “Monday Night Football,” Disney and Charter Communications announced an agreement that ended the nearly two-week Disney media blackout for Charter’s roughly 15 million Spectrum TV customers, according to The Hollywood Reporter’s Alex Weprin. The deal returned Disney channels such as ABC and ESPN to Spectrum TV packages and also gives Spectrum customers access to Disney’s DTC products Disney+ and ESPN+. “This deal recognizes both the continued value of linear television and the growing popularity of streaming services while addressing the evolving needs of our consumers,” said Disney CEO Bob Iger and Charter CEO Chris Winfrey in a joint statement.
• “Disney, Charter settle cable dispute hours before ‘Monday Night Football’ season opener” (AP)
• “The New Stakes in Pay-TV Battles to Come” (The New York Times)
Fabletics partners with Khloé Kardashian
On Friday, Sept. 15, Fabletics launched its newest celebrity collection in partnership with entrepreneur and reality TV star Khloé Kardashian. “We’ve long admired her commitment to speaking out about physical and mental health and her dedication to designing products for every body,” Fabletics Co-Founder Ginger Ressler said in a statement.
• “GNC Investing in Omnichannel and Membership Personalization” (Consumer Goods Technology)
• “Flexport unveils e-commerce tools as returned CEO aims to regain profitability” (Reuters)
• “ASICS Releases Sneaker With Lowest-Ever Lifecycle Emissions” (ESG Today)
• “Heyday launches in-house professional product line” (Retail Dive)
• “Target strikes deal with jeweler Kendra Scott as it gets ready for holiday season” (CNBC)
• “Birkenstock Files for IPO” (The Wall Street Journal)