Everlane, Warby Parker, and Casper are some of the well-known direct-to-consumer (DTC) companies that follow a playbook similar to the one that made Sears a household name in 1887: cut out the middle-man retailer to drive down costs and increase sales.
While some predicted the end of in-store shopping and commercial centers with the new wave of DTCs, others were thrilled about shopping at the click of a button. Michael Preysman, the CEO of Everlane, vouched for digital-only commerce as the next big thing, promising that he would “shut the company down before we go to physical retail.” Everlane, however, had to reverse its course.
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