They were the disrupters, the new businesses that were going to turn legacy retailing upside down and forever change the rules of the game…Stop me if you’ve heard this one before.
But these disrupters — the direct-to-consumer sellers like Casper, Nectar, Brooklinen and way-too-many others — have ended up with business models remarkably similar to the companies they were trying to upend. Now they are entering their Wonder Years — as in you wonder which ones will survive.
Here’s my take on D2C’s adolescence in this new Business of Home post. Smart or Stupid? You decide.