Silk and Sonder to sell on QVC

The direct-to-consumer brand is hoping to reach new customers by expanding its distribution.

What happened

Let Retail Dive's free newsletter keep you informed, straight from your inbox.

Why it matters

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.

This news brief is based on reporting published by Retail Dive on 2023-01-03. The original report is linked below.