Brandless Has All the Groceries You Need For Just $3
It’s probably never been a better time to be a new CPG brand. Thanks to new distribution channels like Facebook, Twitter, Instagram and YouTube, it’s never been
easier — or cheaper — for a new brand to build and audience and find customers online .
Brandless, the brainchild of serial entrepreneurs Tina Sharkey and Ido Leffler, hopes to take advantage of this new environment and change the way consumers buy
everyday essentials. It’s hoping to make going to the grocery store to stock up on pantry items a thing of the past with its direct-to-consumer business model and
$3 price point for every product it offers.
Over the last three years, Sharkey and Leffler have set out to build a collection of products that span categories including non-perishable food, cleaning supplies,
health and beauty products, personal care items and office supplies .
In the food category, for instance, it sells everything from canned goods to salad dressings and sauces to snacks and candies to coffee, all priced at $3 a piece.
Housewares include measuring spoons, can openers, corkscrews and a selection of knives, while cleaning supplies include all-purpose cleaner and dish soap. And on the
health and beauty front, Brandless sells everything from toothpaste and mouthwash to hand soap and body lotion.
The big innovation at Brandless was to make a wide range of household staples and sell them all at a single price. By stripping away what it likes to call the
“brand tax” — i.e., all the costs related to the traditional consumer packaged goods distribution model — and going straight to the consumer Cloud Monitoring, Brandless can offer
its goods at 40 percent less than comparable products on average.
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