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Online startup Brandless adds new product categories—and new prices

Brandless, the fast-growing digital retailer that sells home staples — mostly at $3 a pop — is expanding its offerings and pricing options.

Launched in July 2017, Brandless makes and sells a curated assortment of its own brand of everyday essentials, from organic, non-GMO food and clean beauty and personal care products to non-toxic cleaners and home goods. Most items are priced at $3.

On Wednesday, the company announced it is expanding into two product categories: pet and baby products. The new collections will include Brandless’ first products that are priced over $3.

The baby collection will launch with such items as diapers, organic foods and wipes and lotions. The pet line will include non-toxic toys, chews, shampoo and gear. The products will be in keeping with Brandless’ emphasis on using cruelty-free, organic, non-GMO or vegan materials.

About 90% of the products in the new collections are priced at the $3 threshold. Products that are not $3, such as a week’s supply of diapers, will be sold for $9.

"Since day one, our Brandless community has asked us to expand our assortment of high-quality, affordable stuff to their babies and pets,” said CEO and co-founder Tina Sharkey. "With this collection, we aim to lessen the need for parents to choose between the high-quality stuff they want and what they can afford.”

In addition, Brandless has rolled out an optional subscription service that allows subscribers to set the frequency of their deliveries and swap items in and out of their Brandless boxes before their order is on its way. Each box comes with a complimentary surprise gift from the Brandless assortment and recipes, tips, tricks and hacks from the editors on the company’s blog.

The subscription service does not have a membership fee. Shipping is free on all orders above a minimum threshold of $39, or shoppers can pay a flat fee of $5 for orders with no minimum.

Brandless will donate two extra meals to someone facing hunger in partnership with Feeding America with each subscription box shipped, in addition to the meal donated with every purchase.
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