Brandless is an online supermarket that has taken the guesswork out of pricing for its customers. All products sold by the store cost customers exactly three dollars.
The company is the brainchild of two entrepreneurs from San Francisco. The more than 200 products sold at the store include products like gluten-free, organic, and GMO-free foods that cost significantly more in other places. There is a flat rate shipping fee of nine dollars for each order from Brandless. The shipping fee is waived for orders over $72.
Brandless is similar to companies like Dollar Shave Club Razors and Warby Parker in that it seeks to bring customers lower priced items through the online marketplace. The supermarket also gives customers the option of purchasing a $36 annual membership that will lower the cost of free shipping from $72 per order to $48.
The products sold by Brandless are all unique to the company. This provides additional savings to the company by eliminating the price hikes associated with brand name products.
The founders of Brandless say they observed the change in consumer behavior that took place over a number of years. They say they also see the negative effects the changes in consumer behavior have had on big brands.
Sharkey expands on this thought by explaining big brands have created a false narrative regarding public consumption that has caused many of these products to suffer greatly. She said customers have proven they will shop for products that are in line with their values more often than they will a product sporting a brand name.
The company sales products like canned goods, house and office supplies, beauty products, and personal care items. Brandless also carries one product per category to provide themselves savings on expenses that can be passed on to customers. For example, there is only one option for creamy peanut butter.
Money is also saved on the no-frills labels placed on Brandless products. The simple labels provide identification and a brief description of each product. Company owners, Ido Leffler and Tina Sharkey, approve each product carried by the store themselves. The entrepreneurs often take part in multiple rounds of taste testing before a product is sold to their customers.
Leffler and Sharkey understand the low price of their products makes it necessary for them to sell at a high volume. This is the reason the company is now seeking to make as many consumers aware of their products as possible.
The goal to reach more customers may be easier for Brandless now that it has secured additional funding from Softbank.
Sharkey, while giving an interview to NBC News, says Brandless is looking to scale its company operations and logistics to satisfy its fast-growing customer base as soon as possible.
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