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Brandless, a company which can best be described as an online hybrid of Trader Joe’s and Ikea’s kitchen section, just raised a $35m Series B to be the “Procter & Gamble for millennials.”
Their site launched yesterday, and is already selling everything from colanders to quinoa puffs — all for a flat fee of $3 per item.
And they’re doing it all without a “brand”…or are they?
Fighting the “false narrative” of consumption
Created in 2016 by entrepreneur Ido Leffler and Sherpa Capital partner, Tina Sharkey, Brandless has raised almost $50m thus far on the bet that younger consumers don’t care as much about brands as big CPG companies would like investors to believe....
The "brandless" brand that's getting traction with millennials and other consumers.