Brandless Founder & CEO Tina Sharkey
|David Senra||Jan 8, 2019|
90 of the top 100 CPG brands were in decline last year: People are rejecting the brands they grew up with. Young people don’t want to use the brands their parents used. They want to work with companies that reflect their values.
We’ve been trained to believe that quality costs more and that price is a reflection of quality: Brandless believes that is not true. Who said better needs to cost more?
The thesis behind Brandless: Products tell their own story. We don’t need to tell that story.
It is about simplicity: Everything has been reduced to its most simple, beautiful design form. Just what matters.
How to compete with Amazon: Curation. Go search for shampoo on Amazon. You’ll have 20,000 options. We have 1. You won’t be overwhelmed with the paradox of choice.
We realized a lot of people want to try our products before they buy: So we set up a pop-up store in New York. Thousands of people a day came. Lines around the block. All to taste and try.
The Brandless community wants to be kind: Every time you buy something we donate a meal in your name through Feeding America. People make purchase decisions based on being kind/charitable.
Tag line: Better stuff for fewer dollars.
How do you offer lower prices?: Brandless eliminates all the costs and ships direct. It eliminates all the markups that happen in between wholesale and retail.
A brand isn’t what you say about yourself: It’s what a friend tells a friend about you.
A strategy Brandless used to decrease customer acquisition costs: A lot of startups are spending a lot of money to get one customer to buy one thing in one category. Brandless launched with 110 products across 7 different categories. This early acquisition lowers future costs as we add new categories.