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

Flamingo Estate: The upscale direct-to-consumer lifestyle brand is once again partnering with fashion brand Mytheresa on a pop-up shop—just like the pair did this past summer in the Hamptons. This time, the shop is in Los Angeles and is called the “Holiday House.” It opens Dec. 1 and is expected to close Dec. 24. 

Read more: Behind Flamingo Estate and its founder’s agency history

Madhappy: On Black Friday, the DTC apparel brand opened a new store in West Hollywood, California, according to a tweet from Peiman Raf, its co-founder and CEO. The 6-year-old brand also has a brick-and-mortar store in New York’s SoHo neighborhood.

Graza: The DTC olive oil brand announced its entrance into Walmart on Instagram. Graza is also available in retailers such as Whole Foods and Target.

DTC dollars

Disco: Another DTC bankruptcy hit the news last week when Benjamin Smith, founder of men’s skincare brand Disco, announced on LinkedIn that Disco filed for Chapter 11. “We struggled to raise capital to fund the business,” Smith said in his post.

Also read: DTC brands use crowdfunding campaigns as marketing

Adore Me: Walmart and Victoria’s Secret probably aren’t the first businesses that come to mind when one thinks about sustainability. But Adore Me—the Victoria’s Secret-owned DTC lingerie brand that rolled out a line in Walmart over the summer—last week confirmed that it’s rolling out a sustainability accelerator. As reported by ModernRetail, the program will pair the brand with several climate tech startups whose services will be used for functions such as supply chain tracing.

More sustainability news: Ad industry decarbonization targets

Sephora: Non-profit The 15% Pledge has partnered with Sephora to create The Sephora Beauty Grant, which will give one Black beauty business owner $100,000. Started in 2020, The 15% Pledge’s mission is to get businesses to dedicate at least 15% of shelf space to Black-owned brands, as Black people make up 15% of the U.S. population.

Job news

Toms, the shoe brand made popular in the late 2000s, is hiring a director of DTC merchandising to “hire, train and manage” a team of DTC-specific buyers. 

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