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Brandless shuts down operations, becoming SoftBank Vision Fund's first failure
Brandless launched in 2017 with hundreds of products and immediately received a lot of attention — good and bad.
The New Consumer • The end of Brandless
Lavishly funded by venture capital, startup brands are in the position to undercut incumbents on price and service, all the while being unprofitable. The result is that money-losing companies can go on undercutting competition far longer than before.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
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.