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

On a weekly basis, 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 Recess: The DTC canned beverage's mocktail line rolled out in about 390 Sprouts Farmers Market stores last week, Recess Founder Ben Witte told Ad Age. The move comes after Recess debuted its “Mood” line of beverages in select Target and HEB locations in May. See America's Hottest Brands 20 brands that are trending in 2023 Click here Lululemon: As part of the fitness wear brand’s larger international expansion plan, which includes opening 70 physical retail stores in China by 2026, Lululemon is partnering with German e-commerce retailer Zalando to bring more products to countries including France, Germany, Italy and Poland. Ceremonia: The Latina-owned hair care company opened its first brick-and-mortar location in New York City’s SoHo neighborhood. Although the brand initially rolled out direct-to-consumer in 2020, it has since entered other online and in-person retailers such as Net-a-Porter and Sephora. View this post on Instagram A post shared by Ceremonia (@myceremonia) Check out the latest Ad Age events and award programs DTC dollars Wellful: The portfolio of brands, which already includes wellness companies such as Nutrisystem, has acquired the Jenny Craig brand, according to a press release. Wellful acquired Jenny Craig’s intellectual property for $10 million, according to NBC. Although Jenny Craig filed for bankruptcy earlier this year, Wellful plans to bring it back in the fall with a DTC delivery model. Shein: The fast fashion company denied a Reuters report that stated it had filed for an initial public offering in the U.S. Reuters later issued a correction on the story. Shein is also facing backlash on social media over a recent influencer trip. Read more: What Shein’s influencer trip controversy teaches brands about hosting creators Lunya: The DTC sleepwear company has filed for bankruptcy. The company was founded by Ashley Merrill, who also serves on the board of DTC athleisure brand Outdoor Voices. View this post on Instagram A post shared by LUNYA (@lunya) People on the move DTC coffee company Black Rifle Coffee announced that its chief marketing officer, Chris Mondzelewski, has been named the brand's first president. Tweet of the week Me trying to find all the DTC twitter people over on threads pic.twitter.com/jEFOrZdNOh— Owen 🇮🇪 (@owencryan) July 6, 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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