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 [email protected]. 

Now in stores

Allbirds: On a recent episode of Ad Age’s Marketer’s Brief podcast Ben Witte, CEO and founder of beverage brand Recess, said his best advice for DTC brands looking to enter more big box retailers was to get on Amazon. DTC shoe brand Allbirds has done exactly that, rolling out a few select styles on the online shopping behemoth as it looks to expand its wholesale presence. 

More news: Amazon revives a ’60s-inspired campaign from the ’90s

Lulus: The fast fashion e-commerce brand opened its first retail store in years on Friday in Los Angeles. In 2019, Lulus hosted a pop-up on the same street where this permanent store is now open.

Parachute: The DTC bedding brand dipped its toe into multi-brand retail in Culver City, California on Dec. 2 and Dec. 3, hosting an in-person holiday market featuring Parachute and more than a dozen other DTC brands including Loftie, Brightland and Beyond Yoga. Parachute also has its own brick-and-mortar stores across the U.S.

DTC dollars

Lucky F*ck: Glossier. Skims. Nécessaire. What do those welll-known DTC brands have in common? They all previously raised venture capital from Imaginary Ventures, the firm that recently invested $4 million in this clean energy drink brand.

Foxtrot: The buzzy retailer that has become known for stocking DTC food brands including Graza and Fishwife announced last week that it is merging with Dom’s Kitchen & Market. Also based in Chicago, Dom’s was started by former supermarket execs and currently has two stores in the Windy City. Crain’s Chicago has more.

People on the move

Tanya Hersh is the new chief marketing officer of DTC bridesmaids dress brand Birdy Grey. Most recently, Hersh served as the VP of consumer marketing for Boosted Commerce.

Rothy’s new VP of sustainability is James Rogers, who formerly ran sustainability at online consignment platform TheRealReal.

Magic Spoon hired Kristina MacIntosh as its head of brand marketing, a spokesperson for the brand said. MacIntosh previously worked for meal kit brand Blue Apron.

Social post of the week