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Big-box retailers are putting Millennial-favorite direct-to-consumer brands on their shelves. 

Feb 23 2021

Big-box retailers are putting Millennial-favorite direct-to-consumer brands on their shelves. At retailers like Walmart and Target, more and more DTC brands are starting to crop up amongst the CPG mainstays as they “to forge partnerships to house their products in a physical setting.” Target struck a deal with razor brand Harry’s in 2016 to sell its products in their stores, and since have gone “all-in” on its DTC strategy, making deals with other brands like Function of Beauty, Native, Quip, and Lively, while Walmart has gotten its fair share of partnerships with digitally native brands as well. Meanwhile, retailers in the home space have also been forging partnerships with DTC brands: West Elm recently teamed up with plant brand Bloomscape, Crate and Barrel announced partnerships with bedding brand Parachute and cookware company Caraway, and mattress startup Casper formed partnerships with more than 20 retailers like Nordstrom, Costco, Sam Club’s, and Target. (Retail Dive)