Morning Brew - ☕ Off the shelf

Why Haeckels is removing its products from shelves.
November 07, 2022

Retail Brew

Placer.ai

Happy Monday. It’s always good to start the week with a bit of nostalgia for the foods of our youth, so we’re happy to report the introduction of Eggo Nog. It’s the answer to the question that you never asked: What would happen if you made eggnog taste a little bit like a toaster waffle? But you might not want this type of Eggo for breakfast, and you definitely don’t want to serve it to children: It’s a collab between Kellogg and Tennessee’s Sugarlands Distilling Co.—and it’s 40 proof.

In today’s edition:

—Erin Cabrey, Jeena Sharma, Katie Hicks

STORES

Opening up shop

Haeckels storefront Haeckels

Black Friday got its name from the chaotic shopping day’s penchant for bringing retailers’ finances from being “in the red” to “in the black.” But every year, British beauty brand Haeckels has its worst annual in-store sales on Black Friday—on purpose.

“We have never sold products in our stores on Black Friday,” its managing director, Charlie Vickery, told Retail Brew. For the past few years, it’s held “barter days,” where consumers swapped items or services for a Haeckels product. This year, Black Friday will look a bit different, as brands grapple with excess inventory and price-sensitive consumers amid ongoing inflation, so Haeckels is taking its efforts a step further by removing its products from the shelves to bolster emerging, mission-aligned brands.

Haeckels, which was founded in 2012 and secured investment from Estée Lauder Companies this year, is a skin and hair care brand that aims to reduce waste through sustainable packaging and sourcing. Its products all use a base of seaweed picked from the seaside town of Margate, UK, where it operates its 15,000-square-foot manufacturing facility.

The brand manufactures its own products, which has helped it avoid producing excess inventory, so it doesn’t have a need to offload stock with discounts or promotions, Vickery noted.

Still, the brand has a small online presence, he said, so the bulk of its sales come from its stores and retail placements. But on Black Friday, it doubles down on its mission to “create and show change and be disruptive,” Vickery said.

This month, Haeckels will pick about six brands to sell at its store in Margate, where it will give the selected brands a tour of its facility, as well as its location in London.

  • Haeckels will clear its own products off shelves to feature its selected brands. The company will also cover card fees and processing costs, and give the newer brands marketing support, Vickery said.

Keep reading here.—EC

        

TOGETHER WITH PLACER.AI

Offline is the new online

Placer.ai

Looks like we’re in for a retail switcheroo! Online retail has reigned supreme over brick-and-mortar storefronts for the last several years. But leading retailers like Walmart and Target have begun leveraging their immense store fleets to generate ad revenue.

How? Placer.ai’s white paper on retail’s new media power has all the deets on how brick-and-mortar stores can rethink advertising, such as:

  • how retail media networks are promoting goods and services to hard-to-reach audiences
  • how retail media networks can track impressions
  • which metrics advertising partners can use to optimize offline ad campaigns

Placer.ai will show you how to transform your retail store into a powerful advertising platform that can reach a diverse range of consumers and drive lasting marketing impressions.

Learn how to monetize your brick-and-mortar here.

APPAREL

A private affair

Walmart's intimate and sleepwear brand, Joyspun Walmart

Walmart wants to get up close and personal with its consumers with its latest intimate and sleepwear brand, Joyspun.

The line—which includes bras, robes, underwear, hosiery, and sleep shirts—is a revamp of the mass retailer’s massively successful innerwear label, Secret Treasures. It comes at an affordable price tag ($1.25 to $34.98)—and right before the holidays, at that. But while inflationary concerns continue to drive consumers to trade down to cheaper options, it will still have to strive hard to maintain quality. Another value proposition is the option of gifting it.

Right on time: “It’s actually great timing because intimates and sleepwear especially tend to be super cyclical or seasonal categories,” Manola Soler, senior director at Alvarez & Marsal Consumer Retail Group, told Retail Brew. “So it’s a very gifting-heavy category [and] you typically will see a big spike of sales right around the holidays.”

Moreover, the affordability factor is big for sleepwear as a category, which is otherwise dominated by “premium” price points, per Soler. Top it off with Walmart’s “everyday low price heritage,” and it could spell potential success for the brand.

  • And let’s not forget: Walmart already holds a good amount of experience in the sleepwear and underwear category. In fact, an NPD survey cited by Forbes found that Walmart held the biggest consumer wallet share (aka the customer expenses that went toward the retailer’s sleepwear offering) among US women’s sleepwear brands last year.
  • That sleepwear offering was Secret Treasures, which over one-fifth of shoppers bought in the fiscal year ending January 2022.

Soler also noted that while Victoria’s Secret and Target are more accessible, they still come at a premium price. “It’s good timing to come in with something that is more democratic, more practically priced, and just gives access to a broader range of consumers. Everyone sleeps, right?” she said.

Keep reading here.—JS

        

TOGETHER WITH PRINTFUL ENTERPRISE

Printful Enterprise

Stop predicting, start printing. Instead of losing $$$ on overstocked products and operational issues, print on demand with Printful. Fashion trends shift quickly, so untie your cash flow from excess or out-of-stock inventory and fulfill your products per order instead. Launch faster, spot bestsellers, and pay only when you sell a product. Start here.

MARKETING

Campaigning

image of a man standing over a turkey in Kroger's holiday 2022 ad Kroger

“As some brands bypass Thanksgiving and start rolling out their holiday campaigns, a few marketing trends have emerged,” writes Marketing Brew’s Katie Hicks:

Deals, deals, deals: With inflation above 8% and some brands dealing with overstock, it’s no wonder the focus seems to be on sales and lower prices this year.
Gather round: After a couple years of socially distanced holidays, retailers are banking on a sales boom in products related to social gatherings. Campaigns to date seem to reflect that with their focus on togetherness.

Read the whole story here on Marketing Brew.

        

SWAPPING SKUS

Today’s top retail reads.

Fruit of the bloom: The enduring success of Edible Arrangements may owe much to the fact that many deem the gift more “acceptable” than flowers for men. (Eater)

Big little buys: Why companies like Kellogg, General Electric, and Johnson & Johnson have “conglomoritis” and are breaking off divisions, while tech companies like Meta, Amazon, and Alphabet do the opposite. (the Economist)

Dumpster thriving: How a couple that met dumpster diving still makes as much as $4,000 monthly selling the items. “When people ask us, ‘What’s the best thing you ever found in the dumpster?’ I always say it’s my husband,” said Erin Sheffield. (Marketplace)

Learn: 8 industry leaders. All the questions you’ve always wanted to ask. And the best part? It’s totally free. Join our Leading Questions series to get the lowdown on how great leaders get the job done.

A trillion-dollar problem: Shopping cart abandonment is an annual (and costly!) issue for retailers. But Bolt’s got the fix for your conversions, with seamless tools that make for a frictionless checkout. See how they’re changing the game for the better here.*

*This is sponsored advertising content.

WHAT ELSE IS BREWING

  • Nike suspended its relationship with Kyrie Irving after the Brooklyn Nets star tweeted about a documentary deemed to be antisemitic.
  • Sean “Diddy” Combs is purchasing cannabis production, dispensary, and retail businesses across multiple states in a $185 million deal with two firms, Cresco and Columbia Care.
  • Macy’s will invest $30 million over five years in minority-owned businesses.
  • Apple warned that consumers ordering iPhones should expect waits due to Covid-19 restrictions slowing production at a factory in Zhengzhou, China.
  • Made.com, the British furniture and home accessories e-commerce giant, announced it was going into administration (similar to Chapter 11 bankruptcy in the US) after failing to find a buyer.
  • Z-Library, the free e-book website popular with students but not with authors—whose books are uploaded without payment or permission—mysteriously shut down.

HOT TOPIC

At the mall, it’s where band tees are the only tees. In Retail Brew, it’s where we invite readers to weigh in on a trending retail topic.

The saga of Elon Musk’s acquisition of Twitter has had more twists than a Chubby Checker performance, but the purchase was finally completed on October 27. Musk, of course, has been a hero to many entrepreneurs, which accounts for merch like this. But his purchase of Twitter, and promise to loosen content moderation, has been widely criticized by those who believe it will result in misinformation and hate speech on the platform.

Among those definitely not celebrating are about 3,700 Twitter employees, half its workforce, who were laid off late last week.

  • Brands including General Mills, Carlsberg Group, and Pfizer have pulled ads from the platform.
  • Along with pulling ads, REI also said it will pause posts “given the uncertain future of Twitter’s ability to moderate harmful content and guarantee brand safety for advertisers.”

At the very least, retail brands that want to continue using Twitter to get their message out have a new megaphone to contend with in Musk himself.

You tell us: How would you feel if you woke up to a tweet from Musk about your brand?

Circling back. In other polarizing-public-figures news, last week we asked you about Kanye West, who prefers to be called Ye. Following his antisemitic remarks, brands have been cutting ties with him, including Adidas, Balenciaga, and the Gap.

We asked what you thought about wearing Ye-branded apparel these days, and 86.4% of you said you didn’t own Ye-related apparel and won’t be buying any because of his recent comments, 6.1% said you didn’t own any but if you did, you’d keep wearing it. Only 7.5% of you own any Ye-related apparel, which 4.5% have stopped wearing and 3% have continued wearing.

SHARE THE BREW

Share Retail Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:
morningbrew.com/retail/r/?kid=303a04a9

 

Written by Erin Cabrey, Jeena Sharma, and Katie Hicks

Was this email forwarded to you? Sign up here.

WANT MORE BREW?

Industry news, with a sense of humor →

  • CFO Brew: your go-to source for global finance insights
  • Future Social: the Brew's take on the world of social media
  • Healthcare Brew: the comprehensive industry guide for administrators, medical professionals, and more
  • HR Brew: analysis of the employee-employer relationship
  • IT Brew: moving business forward; innovation analysis for the CTO, CIO & every IT pro in-between

Tips for smarter living →

Podcasts → Business Casual, Founder's Journal, Imposters, and The Money with Katie Show

YouTube

Accelerate Your Career with our Courses →

ADVERTISE // CAREERS // SHOP // FAQ

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2022 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Key phrases

Older messages

🤔 The Q&A formula

Monday, November 7, 2022

The art of a good interview. November 07, 2022 | View Online | Sign Up Sidekick Logo Hello, Sidekickers. Well, the guy who inspired the “quiet quitting” movement is back to working 50 hours a week. So

☕ I said hey, what’s going on?

Monday, November 7, 2022

What's happening with advertisers on Twitter? November 07, 2022 Marketing Brew TOGETHER WITH #paid Welcome to Monday. Those of you already watching holiday movies might be pining for an Elf sequel,

☕️ Streetlight manifesto

Monday, November 7, 2022

Plus: Shutterstock execs on their DALL E 2 partnership. " " November 07, 2022 Emerging Tech Brew Happy Monday. One year ago this week, Rivian IPO'd, sneaking into the tail end of the 2021

☕ Fill it up

Monday, November 7, 2022

Why gas prices are so important to elections... November 07, 2022 View Online | Sign Up | Shop Morning Brew TOGETHER WITH Fundrise Good morning. Recession = averted. The Houston Astros beat the

☕️ Getting real

Sunday, November 6, 2022

How authentic is BeReal? Together with Origin Investments November 06, 2022 | View Online | Sign Up | Shop Allie Sullberg IN THIS ISSUE What do I bonds and Taylor Swift have in common? Is it possible

You Might Also Like

AI hallucinates software packages and devs download them – even if potentially poisoned with malware [Fri Mar 29 2024]

Friday, March 29, 2024

Hi The Register Subscriber | Log in The Register {* Daily Headlines *} 29 March 2024 Illustration of someone in a hoodie looking at a bench with a cloud over it AI hallucinates software packages and

What A Day: Clown by law

Friday, March 29, 2024

Trump's lawyers are having another rough one. And the mainstream media could learn a lesson from the legal world about handling corruption. Thursday, March 28, 2024 BY CROOKED MEDIA —Steve Bannon,

🌶️ Is it getting hot in here?

Friday, March 29, 2024

Introducing our theme for April plus fun stuff to read, watch, and click on. March 28, 2024 Open in new tab Did a friend forward this? Subscribe today! April's Theme is SPICY It was chosen by our

What 58 Famous People Smell Like

Friday, March 29, 2024

Here's what you missed on the Strategist. The Strategist Every product is independently selected by editors. If you buy something through our links, New York may earn an affiliate commission. What

Trump Would Need New Tactics to Steal the 2024 Election

Thursday, March 28, 2024

Columns and commentary on news, politics, business, and technology from the Intelligencer team. Intelligencer early and often Trump Would Need New Tactics to Steal the 2024 Election Many avenues Trump

Let’s go fast

Thursday, March 28, 2024

Plus: The worst cleaning tool we've ever tried ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Friday Briefing: Sam Bankman-Fried gets 25 years

Thursday, March 28, 2024

Plus, three video game adventures for the weekend. View in browser|nytimes.com Continue reading the main story Ad Morning Briefing: Asia Pacific Edition March 29, 2024 Author Headshot By Justin Porter

Elevate Your Events: Exclusive Discount Inside!

Thursday, March 28, 2024

Explore the future of events at #NWES2024, April 3-4 in Seattle! GeekWire is pleased to present this message to our Pacific NW readers. Explore the future of events at #NWES2024, April 3-4 in Seattle!

Framing a Pitch

Thursday, March 28, 2024

Opening Day Edition ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

☕ We’ll be watching you

Thursday, March 28, 2024

Tag Heuer's watchmaking apprenticeship program. March 28, 2024 Retail Brew PRESENTED BY Listrak Hey hey, everyone. It seems people are unsure whether 7-Eleven's hot dog-flavored sparkling water