Going head-to-head with Amazon.com Inc. may sound like a suicide mission, but Brandless’s pitch was enough to win over Masayoshi Son. On July 31, Brandless announced that SoftBank’s $100 billion Vision Fund had invested $240 million; the deal values Brandless at a little over $500 million. Brandless CEO Tina Sharkey says she doesn’t see Amazon as a direct competitor. “Amazon is the everything store,” she says. “We’re a highly curated collection.”
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