Last week we took a look at some of the overarching trends we were seeing on the DTC200. Everyone is bundling up for fall, upgrading their sheet situation, and leaning towards cleaner better brands, not just choosing wellness over beauty—but no matter the product category.
This time around we’ll take a deeper dive into those categories and have a closer look at what we’re buying to eat, drink, and wear, even what we’re picking up for our furriest friends. We’ll talk about how much we’re spending, and break down why we think that is - from marketing gimmicks to brands that are savvy to the values of their target audience, and crafting their message to align.
Let’s start with what we’re wearing.
The story of True Classic’s epic rise from a single SKU in 2019 to being on track to take home $250 million in 2023 alone has quickly become the stuff of DTC legend.
The concept was (and has remained) simple – elevate staples like the crew neck t-shirt with a better fit for men. Couple that with spending generously on meta ads to reach the target consumer conveying the unembellished message of: it fits better so you feel better. This has True Classic generating a few million dollars in online revenue daily at an average price point of just about $64. According to CEO Ryan Bartlett, women’s basics are next.
The brand seems to be ramping up competition against established players like Everlane, recently expanding into international markets including Australia and Canada, and set to launch their sixth brick-and-mortar location any minute. (Hint hint, it’s in Boca Raton, Florida and you can tell cause they’re hiring.)
Another DTC exclusive to watch is Quince. Cutting out the middleman, they offer sustainably made high-end textile and fabric goods, from linen sheet sets to leather bags, not to mention cashmere crewnecks for as little as $50. Oh, and don’t forget washable silk - what a game-changer. Bit of a bummer for the dry-cleaning industry though.
To sustainably source these quality goods at a reasonable price, Quince relies on a network of partner factories committed to responsible production.
Quince's network of factories committed to sustainable production. Image Credit: Quince.
The average price of a Quince product is roughly $135, but that includes more expensive items like bedding (which we know are a hot ticket right now), rugs and more as they move deeper into the home and interiors space. Looking at the median (or more typical) price of goods sold, we’re talking closer to $60, at least at the moment.
Doing more than a million in sales daily, Quince is rapidly rising to household name status, just don’t ask me how to pronounce said name.
Dreamed up by Katy Perry and biz partner Morgan McLachlan, De Soi offers non-alcoholic apéritifs
2023 has definitely been the year of the zero-proof or non-alcoholic beverage, with brands like Ghia and Curious Elixirs leading the charge for the sober curious. Boisson, Athletic Brewing Company, offering non-alcoholic beers, and Katy Perry’s De Soi, all make appearances in the top ten on our drinks and beverages chart this week. (And there are plenty more on the list.)
Boisson, which one might describe as a non-alcoholic liquor store that carries an assortment of these zero-proof brands, is selling a few thousand units a day direct to consumers across the country. Right now their top sellers are the non-alcoholic sparkling wines from French Blossom, available as both rosé and white, at an average price point hovering around $40.
G FUEL serves up a low-calorie, slow-release energy drink, and while they’ve been around for some time, this brand’s rise to the top of the online sales charts is no doubt FUELED by their strategic partnerships in the gaming community. Over the summer they were also relocated to the standard energy drinks aisle at Walmart, which is sure to give a healthy boost in retail sales.
Death Wish Coffee Company may be leading the bev chart, but another alternative cocktail we’ve got our eye on is MUD/WTR - this one replacing our morning caffeine routine. Subbing in is a blend of cacao, ayurvedic herbs, and mushrooms (no not the psychedelic kind, calm down everyone). Try their turmeric or matcha blends for a twist on the new classic.
The company is seeing a steady drip of sales, no doubt driven by its Subscribe & Save business model. Their top-selling product is a three-month prepaid supply of their OG :rise blend. (We’ve also seen this applied successfully elsewhere, for instance, space tech toothpaste brand BOKA benefits from getting their customers hooked.)
Also Making Waves
oVertone color is rising on the haircare charts, offering vibrant color without the damage or costly salon visit.
oVertone color, serving up semi-permanent brightly hued hair color, is climbing the hair care charts. From strawberry pink to indigo, these pigmented conditioners let you shine with your shade – damage-free.
And for our furry friends? It’s all fine dining and fancy litter. Pet food is served up by Chef Bobby Flay at Made by Nacho at an average price point of $31 dollars (no that's not per meal, that would be insane). And tuft & paw is selling hundreds of thousands of dollars worth of Really Great Kitty Litter (a rose by any other name would perhaps *not* smell as sweet) on a weekly basis.
We’re excited to introduce product categories here at Next Big Shop, breaking down the top performing e-comm brands into the different verticals consumers are spending in, for better performance benchmarking and more granular charts. Remember, you never want to compare your up-and-coming indie artist to Beyoncé. ;)
And fear not, you’ll still be able to get the birds-eye view with the DTC200. Until next week!
Updates delivered straight to your inbox