Bloomberg Businessweek

No Brand Names, Just Lower Prices

Brandless sells $3 household staples. Now it has $240 million to take on Amazon

It’s tough to wow Masayoshi Son with a bargain, but during a meeting this spring, Brandless left the SoftBank Group chief executive officer a bit flabber-gasted. Yes, the startup’s founders assured the billionaire, every product he picked up from the table, from the extra-virgin olive oil to the carbon-steel eyelash curler, was just $3. The trick: It’s all store brand, and there’s no alternative. The site will sell only one kind of toothpaste, or coaster, or tree-free toilet paper. Hope you like it!

Inspired by Japan’s Muji, Brandless

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