Kitchenware is the latest industry to opt for direct-to-consumer strategies to reach Millennial shoppers. Startups like Material, Made In, and Misen are carving out a niche for themselves that bigger competitors have failed to fill. They’re all hoping to become the “Warby Parker for the kitchen” by betting on Millennials starting to adult. In the words of a Made In cofounder, young consumers are “moving from house parties to dinner parties,” and kitchenware wants to cash in. (Curbed)
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