Brandless

Business model

D2C household and personal-care goods, all priced at $3, positioned against name-brand markups.

In brief

Sold simple household staples at a flat $3 price point, positioning itself against what it called the "Brand Tax" of name-brand markups, and raised a huge $240M round from SoftBank's Vision Fund. Customer acquisition costs on paid social proved far higher than the thin margins on…

See the What Happened tab for the full account.