Analysis: Setting a new direction – How Gymshark, Lick and Farmison are evolving DTC

Gymshark class showing people smiling and doing

Online-only DTC brands were expected to transform retail a few short years ago, but recent struggles have raised questions about their long-term viability. Does the model have a future?

It has been a difficult few years for the once-hyped DTC wunderkinds that excited private investors so much over the past decade.

From Outdoor Voices in the US to Eve Sleep in the UK, job cuts and disappointing stock market debuts have characterised the experience of brands that many thought would soon be knocking on the doors of the industry’s established titans.

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