It’s hard to imagine a space that hasn’t been “disrupted” — at least to an extent — by a digitally native brand.

Casper, Nectar and Purple are among the brands that helped lead the bed-in-a-box movement. Warby Parker could be credited with changing the way people order prescription eyeglasses. Rent the Runway, through the circular economy, paved the way in normalizing the idea of accessing items over owning them.

While traditional retailers still hold a majority share in the market, direct-to-consumer brands aren’t to be discounted.

Nearly half of consumers have purchased products from a disruptor brand, according to a report from IAB. Consumers experience a deeper connection to DTC brands when compared to traditional brands, the report also found.

Online shopping, which drives nearly half of overall retail sales growth, now accounts for more than 14% of all retail sales, according to a Forrester report emailed to Retail Dive. Additionally, e-commerce grew 16% in 2018 from the prior year.

Over the past several years, Retail Dive has sat down with the executives leading these disruptions. Check out this page for our latest profiles, podcasts and other in-depth pieces on executives at DTC brands.