The days of bargain shopping are finally over – at least when it comes to food. Brandless, a new online food retail company, has introduced a way for us to stop comparing prices and get our shopping done more quickly. By offering goods without being overpriced, the company is giving us an option we’ve never had before – and I have to say I’m impressed with the lack of capitalism involved.

A new brand for those who hate… brands

With retail giants like Walmart and Target out there trying to earn more by introducing their own brands to lower prices and give consumers something as close to the real thing as possible, having someone like Brandless come on the scene with a radical idea to do away with brands completely feels like a major win.

When companies sell products that they buy from vendors, a percentage of the money they make goes back to the source. I’m not alone when I say that we’ve been waiting a long time for someone to stand up and say no to these big name manufacturers. “Most CPG companies don’t have any relationship with consumers,” says Tina Sharkey, one of the co-founder. “If you think about how products are distributed today, their customers are the stores, not the end consumer.”

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The new kid on the block is starting with food – a staple in our lives, something we need to survive. That shows us that they truly mean business, but they’re not stopping there.

What Brandless offers

To elaborate on the company’s ‘Everyone deserves better’ slogan, the website says:”We’ve created a thoughtful, irresistible selection of the food and household products you reach for
every day. Searching far and wide for high-quality materials and healthy ingredients, everything that’s Brandless is also bad-stuff-less and goodness‑ful.”

The site offers food and snacks, as well as household products, personal care, health goods, and even home and office supplies. The online shop chooses not to carry countless variations of each product, but instead has decided to provide a wider range of individual products for shoppers.

Where change occurs, money follows

Investors are also interested in the new e-commerce site. Brandless has raised over $50 million dollars from venture companies like Sherpa Capital, Cowboy Ventures and Slow Ventures. With success stories like Jet.com and Dollar Shave Club, it’s no wonder everyone’s realizing this change of pace is paying off.

Not many companies have sought the grocery industry as their first challenge, but if Brandless is already making waves with consumers and investors, perhaps the online store has made the right moves so far.

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