Road to Challenger Brands: Not All DTC Brands Need a Store

Different products require vastly different strategies

razors and pillows
Selling razors and pillows requires two very different approaches. Harry's, Casper

After this week, two prominent DTC brands are in very different places. Casper, the company famous for putting a mattress-in-a-box, made its public debut to a warm reception on the New York Stock Exchange. Meanwhile, the Federal Trade Commission blocked Edgewell Personal Care’s acquisition of razor startup Harry’s. The trial is set to begin June 30.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.