Brandless shuts down operations, becoming SoftBank Vision Fund's first failure

Brandless was primarily felled by a thesis that never panned out — that there were young consumers who craved a digital middle ground between dollar stores and malls. People who were price-sensitive, cared somewhat about quality, but not about brands. Walmart for hipsters. Trader Joe's for millennials.

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