KiwiCo; Draper James; Outer; Youth To The People; CUUP; Samantha Lee/Business Insider
- SimilarWeb, which provides global digital traffic insights about websites and apps, has released its report of the 25 fastest growing direct-to-consumer brands for Q2.
- The data ranks the 25 highest performing DTC brands in terms of quarter-over-quarter monthly traffic growth, from Q1 to Q2.
- While the fastest-growing brands in Q1 were representative of a pandemic-stricken market, the results for Q2 display a pathway toward recovery and highlight how effective marketing and personalization can boost growth for DTC companies in a variety of categories, according to SimilarWeb’s retail industry consultant Jamie Drayton.
- From Cubcoats to Mented Cosmetics, here are the top performers.
- Visit Business Insider’s homepage for more stories.
As stores reopen and restrictions ease across the country, changing shopping habits are helping some direct-to-consumer companies.
SimilarWeb, which provides global digital traffic insights about websites and apps, has identified the 25 fastest-growing DTC e-commerce brands in the US for Q2. The quarterly report follows a similar report for Q1.
Now, with the initial wave of the pandemic in the past, the features that have been defining success in the DTC landscape are changing. In general, the rise of e-commerce in the last few months has been overall beneficial for digitally native and DTC brands, according to SimilarWeb.
“Historically, less than 10% of consumer brands and manufacturers sold products directly through their own DTC site,” CEO of retail technology company Stackline Michael Lagoni said in a statement to Business Insider. “Now, in 18 months, the ratio will be completely flipped and the vast majority of brands will be operating a direct-to-consumer platform of their own.”
SimilarWeb’s results for Q2 represent a pathway toward recovery and highlight how effective marketing and personalization can boost growth for DTC companies in a variety of categories, according to SimilarWeb’s retail industry consultant Jamie Drayton. This quarter’s top-performing brands, which represent apparel, food, beverage, furniture, and home improvement sectors, generally display an ability to target in-demand markets within specific products, according to Drayton. Additionally, many of the brands show a commitment to ethically-sourced materials, sustainability, and social justice — factors that are becoming more important to the shoppers of today, especially among Gen Z.
Among the 25 brands included in the new report, four — Youth to the People, New Age Beverages, CUUP, and FringeSport — have achieved outstanding traffic growth for the second quarter in a row.
“Coronavirus continues to be a driving force in smaller brands’ ability to grow at the expense of established brands, but it is not the sole reason,” Drayton said in the report. “To continue growing, D2C brands need to consider a wide range of variables, from developing personalized offerings to adopting a social justice stance, and more.”
Like SimilarWeb’s report for Q1, brands had to be seeing at least 10,000 monthly visits to its site and demonstrate strengths in social and financial performance to be eligible for placement on the list. To rank the brands, SimilarWeb found which brands on the Interactive Advertising Bureau’s (IAB) most recent “250 Direct Brands to Watch” list showed the highest quarter-over-quarter traffic growth.
From Cubcoats to Mented Cosmetics, here are the 25 fastest growing DTC brands of Q2, according to SimilarWeb data.
Average monthly visits to site: 141,521
Quarter over quarter growth: 89.0%
Founders: Sidra Qasim and Waqas Ali
Atoms creates footwear meant to be the perfect fit for each consumer. With its quarter sizes and elastic laces, the brand’s shoes are designed for maximizing comfort in daily life.
Average monthly visits to site: 209,115
Quarter over quarter growth: 89.1%
Founder: Peter Keller
FringeSport sells garage gym supplies and sports equipment for functional fitness. The company, which has been around for 10 years, said sales had quadrupled across its e-commerce channels since the pandemic began.
Average monthly visits to site: 190,026
Quarter over quarter growth: 91.9%
Founders: Grant Hosford and Joe Shochet
codeSpark is a learning program that helps facilitate computer science education for kids. The program caters to non-English speakers with its word-free interface and is free for libraries, public schools, and non-profit organizations.
Average monthly visits to site: 199,547
Quarter over quarter growth: 96.0%
Founders: Abby Morgan and Lauren Cohan
CUUP was founded in 2018 with the mission of creating bras for women of all shapes and sizes. The company has created hundreds of samples with over 35 sizes.
Average monthly visits to site: 55,784
Quarter over quarter growth: 100.8%
Founders: Joe Fischer and Zoë Scharf
Greetabl allows customers to create personalized gifts to send to friends, family, and coworkers. The website allows users to choose from a variety of different items and upload photos and personalized messages to each gift.
20. Fuego Box
Average monthly visits to site: 57,348
Quarter over quarter growth: 103.4%
Founder: Mike McAdams
Fuego Box, an online hot sauce store, offers a selection of small-batch and craft hot sauces. The company allows users to purchase sauces as gifts and also runs a “Hot Sauce of the Month Club” subscription service.
Average monthly visits to site: 134,464
Quarter over quarter growth: 106.2%
Founder: Peter Baldwin
Birddogs offers a variety of comfortable active-wear for men and is known for having built-in underwear in its shorts. The brand was featured on the ninth season of Shark Tank, but the company’s business leaders did not end up walking away with a deal.
Average monthly visits to site: 1,293,091
Quarter over quarter growth: 107.0%
Founders: Sandra Oh Lin
KiwiCo offers subscribers monthly science and arts and crafts projects for kids of all ages. The service provides a variety of different crates to meet interests across the board, from design to geography.
17. Crowd Cow
Average monthly visits to site: 691,488
Quarter over quarter growth: 111.4%
Founders: Joe Heitzeberg and Ethan Lowry
Crowd Cow is an online marketplace for meat that allows members to build their own curated meat boxes for monthly deliveries. The website offers a variety of seafood, poultry, and beef cuts.
Average monthly visits to site: 35,340
Quarter over quarter growth: 128.6%
Founders: David Lester and Ben Goodwin
Olipop sells a healthier alternative to sodas focused on supporting digestive health. The drinks, which are vegan, gluten-free, and contain no added sugars, come in a variety of flavors including classic root beer and ginger lemon.
15. New Age Beverage Corporation
Average monthly visits to site: 206,275
Quarter over quarter growth: 139.0%
Founder: Neil Fallon
Formerly Bucha, Inc., the New Age Beverage Corporation has a portfolio of healthy beverage brands including XingTea, XingEnergy, Aspen Pure, and the Bucha Live Kombucha brands. The company has started pushing into the CBD space as well with its launch of CBD oil and cream products in Asia in 2019.
“Yes, New Age is definitely a big player — but it’s also still growing fast,” Drayton said regarding the company’s top placement on SimilarWeb’s ranking for Q1. “It was founded after 2010 which the IAB identifies in their criteria, and there are certainly other large players in the D2C space like Peleton, or Stitch Fix.”
Average monthly visits to site: 152,559
Quarter over quarter growth: 139.3%
Founders: Liza Moiseeva and Vladimir Ermakov
GlobeIn is a subscription box service that connects users to handmade products sourced from over 10,000 artisans and creators in over 50 countries. Products available for purchase include baskets, pottery, and other unique homemade crafts, all of which are ethically sourced.
Average monthly visits to site: 138,447
Quarter over quarter growth: 148.0%
Founders: Amanda Zuckerman, Karen Zuckerman, and Stephanie Kimel
After a frustrating experience trying to furnish her dorm room with her mother, Amanda Zuckerman decided to start Dormify, now a multimillion-dollar company that sells furniture and products for outfitting a dorm room.
Average monthly visits to site: 17,082
Quarter over quarter growth: 160%
Founders: Helen and Colm Reavey
Act+Acre offers hair products with a focus on scalp health and damage control. Cofounder Helen Reavey has described the company as “the first true hair-wellness line.”
11. Athena Club
Average monthly visits to site: 25,252
Quarter over quarter growth: 164.7%
Founders: Maria Markina and Allie Griswold
Athena Club, a women’s self-care company, is known for its natural, chemical-free tampons. With a goal to erase the stigma around periods, Athena Club strives to make feminine care products more accessible to all women.
10. Mented Cosmetics
Average monthly visits to site: 407,604
Quarter over quarter growth: 165.4%
Founders: KJ Miller and Amanda Johnson
Mented Cosmetics is a beauty brand that specializes in products for women of color, such as nude lipsticks and eyeshadows designed to match all skin tones. As of 2017, the company had raised $4 million in funding.
9. For Days
Average monthly visits to site: 42,869
Quarter over quarter growth: 172.6%
Founders: Kristy Caylor and Mary Saunders
For Days, an environmentally-minded fashion brand, minimizes clothing waste by selling 100% recyclable clothes made from sustainable materials. Via its subscription service, the company allows shoppers to send in any of their older items to be recycled.
Average monthly visits to site: 46,512
Quarter over quarter growth: 174.4%
Founders: Natalie and Caleb Ebel
Backdrop is a paint company with a goal to simplify the painting process in general by limiting trips to the hardware store to find the perfect color. The brand offers a curated selection of about 50 color options.
Average monthly visits to site: 54,162
Quarter over quarter growth: 185.9%
Founder: Nicole Gibbons
Clare, an online paint company, sells about 50 different paint colors ranging from “Headspace,” or a shade of light blue-green, to “Current mood,” a deep green hue. The company also provides peel and stick color swatches to test on a wall before ordering paint.
6. Draper James
Average monthly visits to site: 342,310
Quarter over quarter growth: 193.9%
Founder: Reese Witherspoon
Reese Witherspoon founded Draper James, a women’s clothing brand, to honor her Southern heritage and lineage. The brand sells a variety of dresses, swimsuits, and accessories.
5. Youth to the People
Average monthly visits to site: 180,161
Quarter over quarter growth: 212.3%
Founders: Greg Gonzalez and Joe Cloyes
4. Priority Bicycles
Average monthly visits to site: 83,121
Quarter over quarter growth: 255.1%
Founder: Dave Weiner and Connor Swegle
Priority Bicycles sells quality, low-maintenance bikes of varying shapes and sizes. In a recent email to The Wall Street Journal, cofounder Connor Swegle said that sales had increased about fivefold since lockdowns began in mid-March.
3. Hari Mari
Average monthly visits to site: 41,692
Quarter over quarter growth: 259.5%
Founders: Jeremy and Lila Stewart
Hari Mari is a footwear company that sells comfortable and fashion-forward flip-flops. 1% of sales from each pair is donated to support children with cancer.
Average monthly visits to site: 56,502
Quarter over quarter growth: 337.3%
Founders: Zac Park and Spencer Markel
Cubcoats is known for its signature hoodies that can easily fold and transform into stuffed animals. The company initially launched with a mission to blend cute and functional products.
Average monthly visits to site: 52,773
Quarter over quarter growth: 659.1%
Founders: Jiake Liu and Terry Lin
Outer launched in 2019 as an outdoor furniture company focused on helping people enjoy the outdoors in comfort. The company recently raised $4.3 million in investment funding in June.
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