Digitally Native Brands Seek Broader Reach Through Retailers

  • Naadam’s ‘Soft Collection’ to be available in 100 Kohl’s locations and online on Nov. 8
  • Expansion into mass channels for digitally native brands
  • Cashmere collection features natural materials
  • Wholesale remains the most profitable investment channel for brands
  • Hybrid wholesale and DTC model may be successful
  • Kohl’s diversifying its brand mix amid declining sales

Naadam, a digitally native cashmere brand, is expanding its reach by adding its ‘Soft Collection’ to Kohl’s assortment. This move follows other brands like Florence by Mills Fashion, Ōura, and RTIC Outdoors launching at retailers such as Nordstrom and Walmart. The Soft Collection features hypoallergenic, moisture-wicking, and temperature-regulating garments designed for everyday wear. Naadam’s Chief Revenue Officer, Sarah Sathaye, said the pieces have been designed to appeal to Kohl’s customers with reduced weight while maintaining warmth and softness. Wholesale remains the most profitable investment channel for brands, and adopting a hybrid wholesale and DTC model may be the key to success. Kohl’s has also diversified its brand mix by adding Sephora shop-in-shops and Babies R Us shops in response to declining sales.

Factuality Level: 8
Factuality Justification: The article provides accurate information about Naadam’s expansion into Kohl’s and the trend of digitally native brands expanding their distribution network. It also includes quotes from Naadam’s chief revenue officer and discusses the benefits for both brands and retailers in adopting a hybrid wholesale and DTC model. The article is well-researched, objective, and relevant to the main topic.
Noise Level: 3
Noise Justification: The article provides relevant information about Naadam’s expansion into Kohl’s and the benefits of adopting a hybrid wholesale and DTC model for brands. It also mentions Kohl’s diversification efforts to attract new customers. However, it lacks in-depth analysis or exploration of long-term trends or consequences of these decisions.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses the expansion of digitally native brand Naadam into mass channels like Kohl’s, highlighting the trend among brands to grow their audience and distribution network. It also mentions the success of hybrid wholesale and DTC models for retailers like Kohl’s in diversifying its mix of brands and increasing sales through partnerships with Sephora and other brands.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event mentioned in the article.

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