Direct-to-Consumer Brands Had a Bad Week, but It's Not All Doom and Gloom for the Industry

Companies can learn a lot from this week’s fallout

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Between Brandless shutting down, Edgewell Personal Care backing out of its acquisition of Harry’s after the Federal Trade Commission sued to block the deal, Casper’s lackluster IPO and Birchbox laying off 25% of its global workforce, it hasn’t been the best week for direct-to-consumer brands.

But, setbacks like these give companies and anyone in the space a chance to reflect. DTC’s bubble is far from bursting, but the industry is changing—and this week’s developments are indicative of that.

“There are no shortcuts to building brands,” said Sucharita Kodali, an analyst at Forrester.



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