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 Lush: At SXSW this year, Global Brand Director Annabelle Baker said the U.K.-based DTC bath bomb brand wanted to bring “main character Lush energy” to the U.S. Perhaps that’s why Lush is now moving beyond its own brick-and-mortar stores to tap its first retail partner in North America: Ulta. Select Lush products rolled out on Ulta’s website on Oct. 29, a Lush spokesperson confirmed over email. Omsom: Earlier this year, this Asian-American noodle brand teased that it would roll out in more retailers. Now, Omsom is making good on that promise—the brand announced on LinkedIn that it’s rolling out in Target stores now. Read more about Omsom’s marketing rise here Goodles: On Wednesday, the DTC pasta upstart announced on its Instagram that some of its noodle varieties are now available in Target stores. The move comes soon after the brand raised a $13 million Series A round led by L Catterton. View this post on Instagram A post shared by GOODLES (@allgoodles) Check out the latest Ad Age events and award programs DTC dollars 7-Eleven: Last week, the convenience store chain announced participants for its “Brands with Heart” showcase, which is basically a competition for selected brands to fast-track their way onto 7-Eleven shelves. The brands selected this year include lots of buzzy DTCs, from tinned fish brand Scout to donut brand Deux. Peloton: On a call with analysts last week, the exercise bike brand’s Chief Marketing Officer Leslie Berland said that there’s “some uncertainty” around how the brand will perform during the upcoming holiday season. Perhaps it’s time for another controversial Peloton wife ad? Every Man Jack: Unilever recently sold Dollar Shave Club, and now, another personal care brand is poised to be sold off by its parent company. Private equity firm Carlyle Group announced it is exploring a sale of men’s bath product company Every Man Jack. View this post on Instagram A post shared by Every Man Jack (@everymanjack) People on the move Eli Weiss is stepping down from his role at Jones Road as senior director of customer experience and retention. Previously, Weiss served as the director of customer experience for Olipop. Tweet of the week Disassociated and spent $114 on a jar of Flamingo Estate Manuka honey— ali segel (@OnlineAlison) October 31, 2023 Check out the latest Ad Age events and award programs

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

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