Executive Briefing
The end of Need Supply
The “curator” business case for multi-brand e-commerce is disappearing.
By Dan Frommer on Saturday, September 5, 2020 at 8:00 am
The coronavirus pandemic has broadly benefited e-commerce, with adoption and spending accelerating. But it hasn’t been good for every business, and this week, Need Supply, the beloved online clothing store, announced it would close by the end of the month.
Need Supply — which was founded in 1996 as a vintage Levi’s shop in Richmond, Va. — grew to become one of my favorite online stores by following a refreshingly straightforward formula: It curated an interesting selection of brands from around the world, merchandised the products well with high-quality photography, and sold them on a minimalist, functional website.
I’ll always remember Need Supply as the place where I bought my first real pair of nice shoes — a special collaboration with Alden — and where I stocked up many seasons on my uniform of navy oxfords. (Also where I once splurged on a $100+ dopp kit by Porter, the Japanese luggage gods.)
Need Supply was never a particularly voice-y or flashy brand, but like many great retail experiences, shopping there felt both like discovery and relaxation.
That worked until it didn’t.
The rest of this post is for paid members of The New Consumer.
Join for or .
Already a member? Sign in here.
Hi, I’m Dan Frommer and this is The New Consumer, where consumer operators, founders, and investors get the real read on what’s happening — original reporting, proprietary data, and sharp analysis you can take into your next meeting.
You’ll get my newsletter, read by leaders at Sweetgreen, David Protein, Forerunner, and L Catterton. Plus Consumer Trends, our research series cited by the Wall Street Journal, Axios, and WWD.
Not ready to join? Start with a free account.