DTC marketing news and trends: August 14, 2023

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 Rowing Blazers: While one might not expect a DTC company that sells $695 blazers to join forces with Target as its first-ever retailer, that’s exactly what Rowing Blazers is doing. Last week, Target announced that it’s rolling out a limited-edition collection with the brand on Sept. 23—and it says “most pieces” will be under $30. View this post on Instagram A post shared by Target (@target) Warby Parker: The DTC eyewear company is on track to open 40 new stores in 2023, Co-Founder and Co-CEO Neil Blumenthal said last week in Warby Parker's second-quarter earnings report. Blumenthal also said the company has the potential to “reach at least 900 locations over time.” Mango: For its latest physical retail move, the fast-fashion company has opened its first Texas-based store. Beyond its strong e-commerce presence, Mango also has physical retail stores in New York, Miami and other cities. NFL: It feels like everyone has a DTC brand these days … and now, “everyone” includes the NFL, which recently made its two cable channels—NFL Network and NFL RedZone—available on its NFL+ streaming service. This expands availability to those who don’t pay for cable TV, according to Sports Business Journal, which called the move “the most ambitious direct-to-consumer move by any of the big U.S. sports leagues.” See all of Ad Age's 2023 Leading Women here DTC dollars Purple: Mattress company Purple saw both DTC and wholesale revenue decline recently, according to its second-quarter earnings report. Its net revenue decreased 16.1%, falling from $144.1 million to $120.9 million year over year. Bark: The parent company of subscription dog toy and food bundle BarkBox released first-quarter earnings last week that showed a 5% decrease in DTC revenue year over year. Evolvetogether: A few years after rolling out during pandemic lockdowns and selling KN95 masks, the DTC personal care brand is entering its next chapter in the form of a seed fundraiser from True Beauty Ventures. True Beauty Ventures previously invested in DTC companies, including sunscreen brand Vacation and makeup company Youthforia. View this post on Instagram A post shared by evolvetogether (@we_evolvetogether) People on the move Last week, J. Crew Group announced that Adrienne Lazarus would be the new president of Madewell. Previously, Lazarus was the co-CEO of DTC intimates brand Cuup. Tweet of the week It feels like everyone in DTC land wants to learn about merchandising until they realize there isn't a Shopify app for that...— Alex (@heyitsalexP) August 10, 2023 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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