Brandless is launching a pop-up shop in NYC

Brandless is only a little over a year old, but the ecommerce platform is already working on IRL channels to market to and connect with its customers. From October 24 to November 4, Brandless will be hosting a pop-up shop within the Milk Building in NYC, at 459 W. 14th Street. This is Brandless’ second […]

Brandless is only a little over a year old, but the ecommerce platform is already working on IRL channels to market to and connect with its customers.

From October 24 to November 4, Brandless will be hosting a pop-up shop within the Milk Building in NYC, at 459 W. 14th Street. This is Brandless’ second pop-up shop — in May, Brandless launched a pop-up in LA.

Brandless sells more than 350 items through its website, all of which are meant to be ‘better for you’. This includes vegan, non-GMO, and/or organic snacks, fair-trade coffee, clean beauty products, and 100 percent organic toilet paper.

While the company has succeeded in making these products relatively affordable — everything is $3 — there is a disconnect between the way customers experience these products online. The pop-up shop (which Brandless is calling Pop-up with Purpose) is built around taste and trial, with tasting flight menus, a snack wall, a fair-trade coffee bar, and a clean beauty lounge. The pop-up will also showcase all of Brandless’s products, including a few items which have yet to ship.

But this place isn’t meant to feel like a grocery store or pharmacy. CEO Tina Sharkey hopes that the Brandless pop up creates a space for communities to discuss these products.

Sharkey says that there was plenty to learn from the LA-based pop-up. First and foremost, people want to taste and try the products without any frills. In LA, the Brandless team used its own products to create fancy meals to serve to customers. At the end of the day, however, those customers wanted to try individual ingredients, like organic olive oil.

Brandless believes, above all, that these pop-ups can serve as a way to connect with customers, and give them a way to experience the products, rather than focusing on sales or conversions.

That said, Brandless saw a double-digit percentage lift in traffic to the site in the area surrounding the LA pop-up shop.

As Brandless starts to experiment with offline locations, it’s worth noting that Sharkey insists that Brandless products will never appear on shelves in non-Brandless retail stores. But she didn’t rule out the idea of creating a permanent Brandless retail store, adding that this is still early days and that pop-up shops give the company a chance to figure out what works for customers.

Sharkey says the company’s greatest challenge is “we can’t go fast enough.”

Hear how to build a brand from Tina Sharkey, Emily Heyward and Philip Krim at Disrupt

For startups, especially e-commerce companies, branding is everything. A slogan, an ad, even the design of the logo can make the difference between success and failure. But understanding how to develop a brand and strategically evolve that brand over time isn’t the easiest task. Luckily, three experts are coming to Disrupt to talk through the […]

For startups, especially e-commerce companies, branding is everything.

A slogan, an ad, even the design of the logo can make the difference between success and failure. But understanding how to develop a brand and strategically evolve that brand over time isn’t the easiest task. Luckily, three experts are coming to Disrupt to talk through the ins and outs.

Red Antler’s Emily Heyward, Brandless’ Tina Sharkey, and Casper CEO Philip Krim will join us at TC Disrupt SF in early September, and it’s a conversation you won’t want to miss.

Emily Heyward cofounded Red Antler in 2007 after working in advertising at Saatchi & Saatchi. She graduated magna cum laude from Harvard with a degree focused on postmodern theory and consumer culture. At Red Antler, she serves as Chief Strategist and has helped brands like AllBirds, BirchBox and Casper find their unique voice in a cluttered market.

Tina Sharkey hails from Brandless, the new e-commerce company that brings its own line of household and food items to the market for $3 each. Brandless has raised nearly $300 million since launching in 2016, an impressive feat on its own. What makes Brandless so attractive to investors? Tina Sharkey’s unwavering focus on understanding her customers. Alongside democratizing these products, and bringing eco-friendly and FDA-approved ‘safer choice’ goods to the masses, Sharkey makes data around consumer behavior a priority at the company, which helps with insights on how to sell Brandless’s portfolio of more than 300 products.

Heyward and Sharkey will be joined by Casper CEO and cofounder Philip Krim. Casper sprung onto the market in 2013 with a relatively simple premise: sell a quality mattress for cheaper. While it makes sense, it’s not the sexiest brand proposition. But with the help of Heyward and Red Antler, and a keen sense of the type of customer who chooses Casper over a traditional mattress, Casper has become one of the most effectively marketed brands out there right now.

We’re thrilled to hear from this trio of greatness at Disrupt SF.

Check out the full agenda here. Tickets are still available even though the show is less than two weeks away. Grab one here.