Ina Fried Jul 11
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Brandless aims to lure millennials with flat $3 pricing on household goods
Ina Fried / Axios

Tina Sharkey has been reinventing media for some time, having run both BabyCenter.com and NBC's iVillage before trying her hand at VC work at Sherpa Capital.

  • For the last couple of years, though, she's been working to upend the consumer goods space with Brandless, which launches today, charging $3 apiece for all manner of packaged food and household staples.
  • Think of it as an online Trader Joe's for the millennial set, with a little bit of Ikea's kitchen section thrown in. Rather than feature product brands, the front of each package lists the product's attributes, including details on whether it is organic, kosher, non-GMO, etc.
  • But make no mistake, Brandless is aiming to be a new kind of brand.