Brandless is joining the ranks of online retailers testing the waters of bricks and mortar retail. Starting May 1st, Brandless is launching a pop-up store. For two weeks, they will operate “Pop-Up With Purpose” in a 3,500-square-foot storefront in the West Hollywood area of Los Angeles.
But they’ll be there not so much to sell you something. Products will be on display to taste or try, but not purchase. Instead, it’s more like a two-week-long speaker series, where experts in health, wellness, social good, beauty, and entrepreneurship are invited to give talks to the community. Cofounder and CEO Tina Sharkey says the purpose of the store is not to move product but to better connect with its socially conscious customers. Sharkey says its also a way for the company to learn more about its existing fans and develop new ones.
Along with being affordable – all product are three bucks – Many Brandless products are organic, non-GMO, gluten-free or vegan. They’ve also established themselves as an anti-brand, without the hype or ‘brand-tax’ normally associated with packaged goods. This is reflected in their minimal packaging and digital presentation.
Brandless also donates meals to Feeding America every time someone shops at the site. It has already donated nearly a million meals. In conjunction with the pop-up event, it will donate 10 meals on behalf of every attendee who comes and 5,000 meals on behalf of every speaker.