DTC marketing news and trends—tracking the industry ups and downs

Each week, we publish all the major news in the direct-to-consumer industry, focusing on the shift to retail shelves, tracking financials of major players in the space, as well as highlighting executive appointments and exits. Have DTC tips or news to share? Email Phoebe Bain at phoebe.bain@adage.com. Now in stores Hill House Home: The DTC fashion brand that pioneered the “nap dress” recently announced that it would open a “Nell’s” outpost to sell soda, coffee, tea, lemonade and sweet treats within Hill House’s Charleston retail store. The post described Nell’s—named after Hill House Founder and CEO Nell Diamond—as the brand’s “very first food & beverage concept.” Check out the latest Ad Age events and award programs Rhode: Two years after Hailey Bieber started a DTC makeup called Rhode, it is expected to enter either Sephora or Ulta stores at some point this year, according to Beauty Independent. Panic Panties: The DTC brand that sells stylish underwear for emergencies will enter 5,000 CVS stores today, according to a brand spokesperson. Founded in 2018, Panic Panties are also available in other convenience stores including Walgreens and Duane Reade. Read more: Panic Panties wants to do for underwear what L’eggs did for pantyhose View this post on Instagram A post shared by PANIC PANTIES (@panicpanties) DTC dollars Momofuku: The DTC arm of Momofuku’s restaurant group—which sells some of the restaurant’s ingredients, including chili crunch topping and air-dried noodles—isn’t happy about other brands naming their products “chili crunch” too. Momofuku is now facing backlash for sending cease and desist letters to multiple companies using the term as it attempts to trademark “chili crunch.” Read more: Why NYC restaurants are starting DTC brands Allbirds: Nasdaq recently issued a warning to the DTC shoe brand after its stock price fell below $1 per share for 30 straight days. Allbirds has six months to get its stock price up to more than $1 for 10 business days in a row before it faces delistment. View this post on Instagram A post shared by Allbirds (@allbirds) Finally… If you’ve ever read one of these roundups and wondered what exactly DTC even means anymore, we’ve got answers. Ad Age’s DTC Marketing Glossary covers the evolving definitions of industry terms including DTC 1.0 and 2.0, IRL, LTV and more. Social post of the week Listening to the new Vampire Weekend passively while I check the Robinhood App to see how much Allbirds and sweetgreen have lost me: Music is back.— Sean Peecook (@seanmpeecook) April 5, 2024 Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

DTC marketing news and trends—tracking the industry ups and downs

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