A business model in which a company sells its products via its own website, catalog, or store, reducing retail markup and passing the savings along to the consumer. While a number of large, established brands have direct-to-consumer channels, a wave of smaller companies are experiencing success with the approach, among them apparel makers 听补苍诲 and camera maker . The strategy is to appeal to customers by eliminating the cost increases accrued by third-party brick-and-mortar shops or online intermediaries. Last year, for example, engineers at 鈥檚 optics division spun off a company called , a direct-to-consumer binocular outfit that sells $2,000 optics for about $1,000.
(Photo: Becca Skinner/Courtesy of Maven)
New perk: Easily find new routes and hidden gems, upcoming running events, and more near you. Your weekly Local Running Newsletter has everything you need to lace up! .