Brandless Launches Pop-Up In NYC

Retail startup Brandless is opening up a pop-up shop in New York City so shoppers can test out products on-site.

Chain Store Age reported that the online retailer’s pop-up store will be open in New York City’s Meatpacking District from October 24 to November 4 and feature more than 350 items priced at $3 or less displayed on floor-to-ceiling fixtures.

Customers will be able to test out new products and purchase a “Best of Brandless” bundle created specifically for the pop-up event. The store will also feature flight menus, a tasting wall of non-GMO, organic and vegan snacks, a fair-trade coffee experience, a beauty lounge and more.

The shop will highlight the company’s “Pop-Up with a Purpose” with interactive storytelling. For example, whenever a customer buys an item online or makes a social media post using #BrandlessLife while the pop-up is open, the company will donate one meal through its partnership with Feeding America.

“We want people to experience #BrandlessLife, which extends beyond the products to a movement centered on simple, fair prices,” said Tina Sharkey, co-founder and CEO of Brandless.

The company previously held a pop-up store in Los Angeles from May 1 to May 13.

Over the last three years, Brandless has been vetting, tasting and sampling hundreds of formulations to create products that satisfy modern needs and values. To make the cut and join the brand that doesn’t want to be one, goods must be simple, non-GMO, organic, fair trade, kosher, gluten-free and/or no sugar added. They are packaged to limit waste and labeled for maximum transparency. While Brandless’ selection of goods can look a bit small when stacked against the counts of mega-players like Amazon, it is hard to argue that its collection isn’t relevant.

The company’s retail repertoire now includes food products (canned goods, snacks, sauces, coffee), housewares (can openers, corkscrews, kitchen knives), cleaning supplies (dish soap, all-purpose cleaners, health and beauty products, toothpaste, hand soap) and office supplies.