Launched in 2017, Brandless captured the attention of the marketing world with a radical business proposition: What if a direct-to-consumer (DTC) upstart could undercut established packaged goods giants on price and convenience, while largely eschewing the immense resources those legacy players sunk into branding, advertising and retail shelf conquest?
This week, the would-be disruptor backed by SoftBank’s Vision Fund turned heads for a different reason: It announced it was going out of business following months of logistical issues and leadership changes.
