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REAL ESTATE

Brandless takes its no-frills grocery and beauty concept to brick-and-mortar

BY Marianne Wilson

A new online startup that sells ‘better-for-you’ groceries and other items — almost all priced at $3 — has set up shop in New York City.

The Brandless store, dubbed “pop-up with purpose,” is designed to offer an immersive and interactive experience that activates all the senses and also communicates the company’s social mission. It combine education and community connection with plenty of tasting and sampling. Located in the city’s trendy Meatpacking District, the store is open until November 4.

The pop-up includes a bamboo forest display that explains how tree-free paper goods can be made from sugarcane and bamboo grasses, and a fair-trade coffee bar that highlight the importance of supporting fair wages and safe working conditions for coffee farming communities. On display is Brandless’ entire product assortment across all categories, including non-GMO and organic food, clean and cruelty-free beauty products, non-toxic cleaners and home goods. Shoppers can also purchase a “Best of Brandless” bundle that has been specially curated and packed for New York.

In addition, Brandless’ purpose-driven mission is conveyed with interactive storytelling installations focused on giving back, practicing kindness and making a positive impact on communities. The company donates a meal in partnership with Feeding America every time someone makes a purchase on its web site. It will also donate one meal for every social post using #BrandlessLife throughout the duration of the pop-up.

“We want people to experience #BrandlessLife, which extends beyond the products to a movement centered on simple, fair prices,” said Tina Sharkey, co-founder and CEO of Brandless. “The NYC pop-up will not only embody the Brandless ethos, but will also bring our delicious goods and awesome products to life through tasting flight menus, a full tasting wall of non-GMO, organic and vegan snacks, a fair-trade coffee experience, a clean beauty lounge and so much more.”

Brandless launched in 2017. This summer, the company received $240 million Series C funding led by SoftBank’s Vision Fund, which valued Brandless at over $500 million.

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