After being shuttered in February, Brandless is back after a joint acquisition by Utah PE firm Clarke Capital Partners and digital marketing agency Ikonifi.
WHO: Brandless was launched in July 2017 by Tina Sharkey and Ido Leffler as a brand built for profit and purpose. Brandless made hundreds of better-for-you, everyday essentials, including organic, non-GMO food, clean beauty and personal care products, nontoxic cleaners, and home goods offered at simple fair prices. Brandless also created and curated original digital content ranging from recipes to life hacks and spotlights on people doing good in the world. Brandless partnered with Feeding America, the nation’s largest network of food banks, in order to support those affected by the daily hunger crisis in America.
IN THEIR OWN WORDS: “There wasn’t a ton of interest and not a lot of offers,” Ryan Treft, the Ikonifi partner who is now CEO of Brandless, told Grocery Dive. “There were a few liquidators that wanted the inventory.”
“The list of value-based companies that really have a tribe of enthusiasts that like to brag about buying products from that company is not very long,” he said. “Brandless pulled that off.”
“While we will continue to focus primarily on a direct-to-consumer product offering, several retail outlets have already expressed interest in providing meaningful shelf space allowing for an omnichannel approach into mass retail,” Treft said in a statement. He says that Brandless will sell a limited selection of goods on Amazon. “We’ve had discussions with a pharmacy chain, a warehouse club and some specialty grocery,” he adds.
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