Retailer Ban.do has found a winning formula selling nostalgia to Millennial and Gen Z women.

Retailer Ban.do has found a winning formula selling nostalgia to Millennial and Gen Z women. The brand, which sells hair accessories, tote bags, iPhone cases, planners, and more, has grown into a multimillion-dollar company in a decade by making fun, affordable products that remind shoppers of their childhoods. Though their aesthetic is light and youthful, something that might “seem perfect for the tween set,” nearly nine out of ten of their customers are 18-35-years-old. Ban.do credits nostalgia, emotional connection, and an authentic brand voice for their success. (Fast Company)