It all started when running an underwear brand
We ran an underwear brand for many years. We created an awesome product that our customers loved, made ethically from sustainable fabrics. However, our real struggle was being able to acquire new customers profitably.
Since we were an online brand, we relied on online marketing to acquire new customers and over time the amount we paid to Google and Facebook kept increasing. To the point that it would take multiple orders and many months for each new customer to become profitable.
This was the motivation to create a fairer system where brands could reach new customers, but were in control of their margins and their inventory. But also a system where consumers would benefit form their loyalty and data, rather than colossal technology companies.
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