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New startup offers ‘brandless’ home goods

This wannabe Muji has raised some serious cash on a quest to become “Procter & Gamble for millennials”

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There’s a new game in town when it comes to buying basic items like food and cleaning products online. Brandless is a startup offering everything from mac & cheese to kitchen knives—all under its “brandless” house label, and all with a price tag of just $3. That’s right. Everything on the company’s site costs $3.

Intrigued? The simple packaging and even simpler price-point are part of the company’s bid to become a leader in online retail for millennial consumer products. The founders figure that in an era of Amazon-like dynamic pricing, a uniform pricing structure will make customers comfortable. And the lack of brand choice on offer (there’s just one kind of every product) will stave off choice paralysis while keeping products affordable since there’s no “brand tax.”


The company is also, you know, going to upend the "false narrative of modern consumption, that brands have created and products have created," said founder Tina Sharkey. The ironic thing, of course, is that Brandless has a brand—one promising millennials that they can “buy their values, share their values, and live and eat their values”—essentially the same idea that’s driven consumption culture since the birth of advertising.

But if the labels look great, and the price is right...

Via: Business Insider