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.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.