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How brands like Vuori, Rothy’s and Away have adapted to the new DTC landscape

Digiday · Gabriela Barkho · last updated

This story was first published by Digiday sibling Modern Retail.

The brands that emerged from the direct-to-consumer 1.0 era are now operating at a much larger scale, and their businesses have evolved accordingly.

At NRF 2026, a panel of executives laid out the lessons learned from operating DTC brands over the past decade. The participating brands included Vuori, founded in 2015; Away, founded in 2016; and Rothy’s, which launched back in 2012.

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