One retail trend that came to the fore in 2017 was the idea of democratising quality and bringing premium products to the mass market through online dollar stores and well-designed private label offerings.
Hollar is one brand that is democratising quality by taking the business model of a traditional bricks-and-mortar dollar store completely online. With 80% of its shipments sent to locations outside New York and California, it celebrates the idea of making essential products accessible for Middle America.
Brandless is another online retail destination that is selling high-quality essentials for £2.39 ($3, €2.54) or less by removing Brand Tax, as it calls the premium paid for a branded product that is indistinguishable from a non-branded equivalent. Tina Sharkey, co-founder of Brandless, said the company’s offering ‘is about the true democratisation of goodness’.