Why Brandless Failed When Aldi Succeeded

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.

It was, from the start, very obviously one of those high-octane attempts to manufacture something huge, not an organic growth play. Brandless had raised more than $50 million in venture capital pre-launch — unusual at the time — and later attracted a mega-round led by SoftBank’s Vision Fund.

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.