Unlike Its Competitors, Clorox Is Building Its Own Direct-to-Consumer Business In-House

Not going on an acquisition spree as other CPG giants have done

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For a 106-year-old brand, The Clorox Company is taking an unconventional approach to the direct-to-consumer model.

Instead of embarking on an acquisition spree, like Unilever did when it acquired Dollar Shave Club for $1 billion, or building a team entirely in-house, Clorox poached former Boxed marketing chief Jackson Jeyanayagam in January to write the playbook for what a DTC brand can look like inside a CPG giant. With a focus on health and wellness companies within Clorox, Jeyanayagam is creating a custom tech stack and adapting a startup mentality to develop products and, the company hopes, brands that serve both consumers and shareholders.




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