At a West Hollywood pop-up in Los Angeles, Bay Area brand Brandless is aiming to reach the masses with its minimalist approach to the exploding organic and natural industry.
The company opened its virtual doors last year – a line of private-label foods, personal care, and household items all sold online for about $3. Many of the company’s items are certified organic, demystifying the belief that organic and clean foods have to be expensive.
Brandless has taken a cue from Trader Joe’s, working with suppliers on some of the most popular-selling items, but removing the branded labels, essentially taking the premium out of the product.
But, Brandless works that premium into the product by other means. Like the growing appetite for online ordering — Amazon’s ultimate goal for Whole Foods brand staples — Brandless makes it easy for consumers to shop, order, and repeat. No comparing brand labels, no reconciling cutesy logos or marketing gimmicks–its gimmick is in simply removing the gimmicks themselves.
The company says Brandless is more than a brand, it’s a community who shares the belief that everyone “deserves better, and better shouldn’t have to cost more.” It says its goal is reimagining what it means to be a brand “with products that tell their own stories.”
And it seems to be working. In just over a year the company has added 200 SKUs — an average of about five new products a week. The site now boasts kitchen knives and cooking tools — yes, for $3. There are arts and craft supplies, cleaning products, toilet paper, all for $3.
Stripping away the “brand” is a political message as much as an economic one.
The company’s first pop-up shop, “Pop-Up With Purpose” is filled with community events, talks, and workshops that all center around creating positive change.
“We’re just trying to be role models, and we’re trying to redefine what it means to be a brand,” Tina Sharkey, CEO and co-founder of Brandless, told AdWeek. “My goal for the pop-up is to really get on the ground with our community and engage in the conversation with what it feels like to feel more.”
The company is also donating 5,000 meals to Feeding America for every speaker who presents at the shop over the next two weeks. Three meals will be donated for every customer who tags the company or uses the hashtag #Brandless, and ten meals will be donated for every visit to the shop.
“I think experiences are the new form of media and connectivity and connection,” Sharkey said. “We’re just here to be flexible to listening and learning.”
The Brandless shop is open through May 13th on the corner of Melrose & La Cienega, 8483 Melrose Ave in West Hollywood. Content will also be streamed via Facebook Live.
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images courtesy of Brandless