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ALDI now focuses on premium products with natural ingredients at an affordable price for the middle-income group. Brandless’ thesis is ALDI’s playbook. But ALDI mastered the cost structure that is needed to make the model work. Brandless kicked the problem down the road with SoftBank’s money.

to the horribly corporate Brandless. Even the names of boring basics companies like “Common Threads” and “Universal Standard” reflect the the popularity of genericness

Warehouse woes only compounded an already dire situation: Joymode has struggled to build its customer base post-Series A, which Fernandez believes has scared off potential investors: "It's like you can feel their allergic reaction," he says, adding that WeWork's bungled August 2019 IPO hasn't helped him make his case. But WeWork may be a symptom ra... See more