If you live in New York City and saw a Fishwife store appear on Google Maps a few weeks ago, it wasn’t a fever dream. For two weekends in late September and early October, the tinned-fish company set up a temporary brick-and-mortar shop in Manhattan’s NoLita neighborhood.

After soliciting the help of partner and email and SMS marketing platform Klaviyo, which it’s been working with since 2020, the Fishwife team created an experience modeled off of Portuguese conservas shops that incorporated Fishwife’s “super colorful” and “little bit irreverent” branding, Becca Millstein, CEO and co-founder of Fishwife, told us.

For the two weekends it was open, the location served up everything from caviar on ice cream to customized necklaces from Susan Alexandra—and it delivered big results for the brand, Millstein said: The pop-up drew more than 5,000 total attendees and brought in $91,000 in revenue, doubling expectations. The initial goal, she said, was to drive brand awareness through social media impressions, and according to the company, the pop-up generated 4.3 million impressions, more than 200 pieces of UGC, and 10,000 new followers for Fishwife.

“I think when you make a really big deal out of something and clearly put a lot of work into it, the response is often proportional to that,” Millstein said. “I also think the food program was very exciting to a lot of people.”

An even bigger idea came out of the pop-up partnership, and Fishwife is now featured in Klaviyo’s first Black Friday and Cyber Monday (BFCM) campaign, which Millstein called “a real, enormous cherry on top.”

Continue reading here.—KH

In the streaming world, imitation is the sincerest form of flattery—in more ways than one.

Roku is following in the footsteps of Netflix and will, starting in 2025, no longer break out streaming households and average revenue per user (ARPU) each quarter, Roku announced as part of its Q3 earnings last Wednesday. In a letter to shareholders, the CTV company noted that it will continue to report major milestones—such as reaching 100 million streaming households, which Roku projects it will hit in the next 12 to 18 months.

Other than changing how it shares growth figures moving forward, it was mostly business as usual for the CTV giant. Streaming households grew by 2 million quarter over quarter, totaling 85.5 million, according to Roku’s shareholder letter, and streaming hours for its free streaming platform The Roku Channel also jumped 80% year over year to 32 billion total hours, and the US presidential debate on June 27 delivered The Roku Channel’s FAST offering its “highest day ever for reach and engagement,” the company said.

ARPU hit $41.10, up from $40.68 last quarter. Overall, total net revenue came in at $1.062 billion, a 16% YoY increase.

“Q3 performance was primarily driven by our platform segment in both revenue and gross profits,” CFO Dan Jedda said. “Platform revenue…was driven by both streaming services distribution and advertising.”

The company’s fourth-quarter guidance, though, fell below analyst expectations, and its stock price fell by around 17% last Thursday, Yahoo Finance reported.

Read more here.—JS

TikTok Shop is doubling down on new product drops this holiday season, with items it hopes you won’t find elsewhere.

TikTok wants to offer US shoppers products from lesser-known, smaller DTC brands that may not have the resources to operate on rival platforms like Amazon, among others.

“What we’re doing is product discovery—unique products that you can discover by yourself naturally in your feed,” Nico le Bourgeois, head of US operations for TikTok Shop, told Retail Brew on the sidelines of an event the company hosted in New York on Oct. 23. “That means a lot of small brands, direct-to-consumer brands that don’t necessarily have access to those large platforms.”

New product launches exclusively for Black Friday will be on TikTok Shop shelves in November. Merchants like candy brand I Love Chamoy, will be dropping sugar-free Mexican watermelon candy gummies, Mavwicks Fragrances is set to launch a fabric softener, and period care brand August has plans to introduce cozy winter merch—all exclusive to TikTok Shop for Black Friday.

Le Bourgeois said TikTok is “reimagining” how people shop this Black Friday/Cyber Monday with the exclusive products sold through TikTok’s community of creators, as small businesses create custom products for the platform.

Continue reading on Retail Brew.—VC

Stories we’re jealous of.

• The New York Times wrote about how TikToker and comedian Brian Jordan Alvarez is using a meme to market his show English Teacher.
• The Atlantic wrote about how X has become a “white-supremacist site with a social media problem.”
• Variety wrote about how Trump’s win could mean a “breakout year” for M&A, including in streaming.