Brandless launched in 2017 with a simple concept: An online retailer, selling its own line of nonperishable food and other household items. It began by charging $3 for its everyday essentials, but as it's expanded, it has slightly modified its pricing while remaining a low-cost simple alternative. In January 2019, Brandless introduced pet and baby care, and to cite one example, its diapers, made from wood pulp from sustainable forests, are $9 for a one-week supply, with the number of products in each package varying based on the baby's weight.
Much like other direct-to-consumer startups such as Everlane and Warby Parker, Brandless wants to cut out the hidden middleman markups from many national brands found in grocery stores. Brandless also abides by its own set of values when manufacturing products. All food products are non-GMO and preservative free, for instance, while all beauty products are devoid of more than 400 harmful ingredients like parabens, phthalates, and sulfates. Founded by serial entrepreneurs Tina Sharkey and Ido Leffler, Brandless has so far garnered $292.5 million in funding and is set to grow quickly, providing consumers an alternative to Amazon.
In 2018, Brandless announced a $240 million Series C funding round from SoftBank Vision Fund. This infusion of cash will help Brandless expand its infrastructure, distribution, and logistics capability to keep up with and grow demand. It is also investing further in data science, to provide a more personalized shopping experience. All of this will allow it to compete more directly with Amazon.