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It's unclear if this cohort really exists. Brands do matter to people. And, when they don't, there's no particular reason to pick Brandless over the top/cheapest choice on Google or Amazon.

Brandless was primarily felled by a thesis that never panned out — that there were young consumers who craved a digital middle ground between dollar stores and malls. People who were price-sensitive, cared somewhat about quality, but not about brands. Walmart for hipsters. Trader Joe's for millennials.

Brandless also suffered from a lack of focus and quality, offering everything from spatulas to pet food to candy, to blenders. Doing everything, but none of it particularly well.