Turns out DTC was just a channel and not a category of brands all along.
This week, Peloton announced it would begin selling on Amazon. In doing so, it’s venturing into a distribution model that I believe will become another signal to other enterprise-level of brands. Channel diversification is at the top of mind for a number of companies that relied heavily on direct-to-consumer strategy. It’s a concession, of sorts but it’s one backed by data, common sense, and every tea leaf a sound mind can find to read.
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