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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Save a DTC Brand Without Crushing Its Soul

The past year has seen a stream of last-minute rescue deals for once-hot start-ups. Acquirers of formerly distressed brands weigh in on how to improve operations and retain what made them special in the first place.
A spring/summer 2024 marketing image from Baboon to the Moon
Baboon to the Moon’s new owner, The Hedgehog Company, offers one example of how to grow profits at a formerly distressed brand. (Baboon to the Moon)

The last-minute rescue of a once-buzzy direct-to-consumer brand by an anonymous buyer is an increasingly common story as funding dries up for unprofitable start-ups, and consumers turn back to familiar names.

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Further Reading

What It Takes to Win at DTC in 2024

The DTC bust of the past two years has casted a cloud on the sector, but emerging fashion brands with a better handle on supply, demand and customer retention are seeing profitable growth.

DTC Brands See a Long-Delayed Path to Exit in 2024

While the DTC landscape’s turbulence isn’t completely over for brands, the prospect of a better economy in 2024 is encouraging profitable brands that shied away from M&A last year to start preparing for an exit.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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