Get the latest market trends in your inbox

Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Denver news in your inbox

Catch up on the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Des Moines news in your inbox

Catch up on the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Minneapolis-St. Paul news in your inbox

Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tampa-St. Petersburg news in your inbox

Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Aïda Amer/Axios

New York-based brand agency Gin Lane is debuting Pattern Brands, a modern twist on the consumer goods holding company, with $14 million in VC funding. It's also sunsetting its 10-year-old agency to focus on the new venture.

The big picture: Pattern Brands is betting not only on its team’s experience in hatching popular consumer brands like Hims and Harry’s, but also on the benefits it can draw from its multiple product lines sharing customer data, marketing tactics, and costs behind the scenes.

The intrigue: There’s been a boom in direct-to-consumer companies in the last few years, spanning everything from mattresses to beauty products, food, and shoes.

  • Pattern Brands execs predict that the market is entering a consolidation phase, which it wants to tap into by creating a holding company whose separate product lines can more efficiently target and sell to a single customer, according to a pitch deck from summer 2018 obtained by Axios.
  • This customer is the "maturing millennial," a young adult who's moved in with a significant other, kicking off a point in life at which "you’re now investing in yourself and in your home,” as co-founder and CEO Nick Ling tells Axios. "We’re building [Pattern Brands' various product lines] as a family because of the length of the customer relationship," from young adulthood, to marriage, to parenthood, and so on, he adds.
  • The company's first product line, Equal Parts, will be comprised of cookware sets with cooking-class tie-ins. Its subsequent products will focus on other household needs, hobbies, and so on.

And just as the rest of the direct-to-consumer industry has been finding its way to brick-and-mortar and offline interactions with consumers, Pattern Brands will do the same via events and other channels.

  • Pattern Brands' launch party on Thursday in NYC, for example, will include lessons in watercolor, plant care, dance, and cake making, says co-founder Emmett Shine.

The company has also raised a total of $14 million in funding from investors that include Kleiner Perkins, Primary Ventures, RRE and execs from some of Gin Lane's successful clients.

Go deeper:

Go deeper

Updated 5 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: Hospital crisis deepens as holiday season nears.
  2. Vaccine: Moderna to file for FDA emergency use authorizationVaccinating rural America won't be easy — Being last in the vaccine queue is young people's next big COVID test.
  3. Politics: Bipartisan group of senators seeks stimulus dealChuck Grassley returns to Senate after recovering from COVID-19.
  4. Economy: Wall Street wonders how bad economy has to get for Congress to act.
  5. 🎧 Podcast: The state of play of the top vaccines.
2 hours ago - Politics & Policy

Bipartisan group of senators seeks coronavirus stimulus deal

Sens. Joe Manchin (D-W.V.) and Susan Collins (R-Maine). Photo: Drew Angerer/Getty Images

At least eight Republican and Democratic senators have formed an informal working group aimed at securing new coronavirus spending during the lame-duck session, a move favored by President-elect Biden, two sources familiar with the group tell Axios.

Why it matters: It may be the most significant bipartisan step toward COVID relief in months.

FCC chairman to depart in January

FCC Chairman Ajit Pai. Photo: Alex Wong/Getty Images

Ajit Pai will leave his post as chairman of the Federal Communications Commission on Jan. 20, the agency said today.

Why it matters: Pai's Inauguration Day departure is in keeping with agency tradition, and could set up the Biden administration with a 2-1 Democratic majority at the FCC if the Senate fails to confirm another Trump nominee during the lame-duck period.