Brandless’ pared-back approach is what enables it to keep consumer costs tied more closely to the cost of manufacturing. By producing only a tightly curated selection of products, the company avoids the expense of rolling out multiple variations on the same item. Like other direct-to-consumer ventures like Everlane, it also saves on the distributor costs and staffing salaries associated with brick-and-mortar retail. And because the whole ethos of Brandless is to strip away the idea of prestige or aspirational branding, it eschews sticking a higher price tag on an item to uphold a reputation for quality.
Brandless, a San Francisco-based start-up, wants to do away with corporate markups on everyday products so is offering un-branded consumer products all at $3 a piece through online sales only.
Eillie Anzilotti in Fast Company.