Dive Brief:
- Looking for expansion, direct-to-consumer self-care brand Silk and Sonder is debuting its products on QVC on Jan. 6, 2023, according to an announcement shared with Retail Dive.
- During the company’s first segment, the brand’s founder, Meha Agrawal, will showcase the brand’s accountability app and journals, and share tips for setting goals for next year, per the announcement.
- The brand’s QVC collaboration is part of its efforts to reach a broader audience. Silk and Sonder noted that QVC and its sister channel HSN reach more than 380 million households globally and sold $3 billion worth of products last year.
Dive Insight:
In announcing its partnership with QVC, Silk and Sonder cited Coresight Research findings indicating that the livestream shopping market will reach $25 billion in the U.S. over the next two years.
Although Coresight’s research suggests that the live commerce industry will accelerate in the U.S., new data indicates that many consumers are not engaging in livestream shopping events. A Morning Consult report released this month found that less than a third of U.S. adults have read about, seen or heard of live shopping events. But that number rose to 45% for Gen Z adults and 42% for millennials.
For Silk and Sonder, the new venture marks a shift from the company’s predominantly direct-to-consumer operating model. The company joins other direct-to-consumer brands that are turning to the support of traditional channels for growth. Bonobos, Adore Me, and Casper are just a few examples that have signed wholesale deals to more widely distribute their products. For DTC brands, having a brick-and-mortar presence or expanding distribution through another retailer’s website can bring them closer to profitability.
