DTC Brands Flock to Walmart and Find a Mutually Beneficial Relationship

Smaller brands get exposure while the big-box retailer gets more growth in a category

Direct-to-consumer razor brand Harry’s and big-box retailer Target generated a lot of buzz in 2016 when they announced a partnership intended to marry the best of DTC with physical retail.

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This story first appeared in the March 21, 2022, issue of Adweek magazine. Click here to subscribe.