The Evolution of D2C: From Disruption to Hybrid Models
Successful firms will prioritise their products and adjust strategy to provide a seamless, omnichannel experience as online and offline retail lines blur
The Direct-to-Consumer (D2C) model revolutionized retail by removing intermediaries, leveraging digital channels, and fostering direct consumer relationships. However, the initial promise of D2C as the ultimate retail solution has faced significant challenges. Today, brands are adapting by integrating the strengths of D2C with traditional distribution strategies, creating hybrid models to remain competitive in a rapidly changing market.
The Rise and Challenges of D2C
A Glorious Start and the Fall from Grace
D2C brands like Casper, Allbirds, and Peloton once dominated headlines as disruptors that would reshape retail forever. Their success was tied to their ability to bypass intermediaries, use digital platforms effectively, and market directly to consumers. However, many of these brands have since struggled.
Despite a high-profile IPO, Casper was sold to private equity just two years later. Allbirds, after years of rapid growth, had to close stores and shift to a distributor model. Indian brands like Bewakoof and Licious also hit turbulence, facing declining sales and operational challenges.
The Middleman Dilemma
The allure of eliminating intermediaries to maximize profits masked the complexities of the D2C model. Brands found themselves shouldering significant costs as they took on the roles traditionally managed by distributors, including logistics, customer service, and inventory management. This shift often distracted them from their focus on product and brand identity.
Economic Headwinds and Expensive Growth
Rising customer acquisition costs, particularly on social media platforms, combined with economic slowdowns and shrinking venture capital, created a perfect storm. Brands that had thrived during the pandemic, like Peloton, saw sales plummet as consumers reverted to pre-pandemic habits.
Lessons from the D2C Experience
Overestimating the Model
Studies have shown that transitioning to a D2C model does not guarantee improved revenue, gross margins, or profitability. Many brands overestimated the power of D2C while underestimating the importance of distribution.
- Nike’s Balancing Act
Nike’s journey underscores the limitations of a pure D2C approach. Initially, the brand doubled down on D2C, withdrawing from specific retail channels. However, this overconfidence in its brand strength led to declining sales. Recognizing this, Nike reintroduced key distribution partnerships, demonstrating the value of a balanced strategy.
The Rise of Hybrid Models
A Reset in Retail Strategy
Retail is shifting toward hybrid models that leverage the benefits of both D2C and traditional distribution. D2C provides direct access to customers and valuable data, while distribution offers scale, efficiency, and access to new markets. Brands like Vuori, Hoka, and On have successfully adopted this approach, blending strong D2C sales with robust distribution networks.
Emerging Trends in Hybrid Retail
New brands are launching with strategic partnerships to bypass the initial challenges of D2C. For instance, Pretty Smart debuted through an exclusive deal with Walmart, and Millie Bobby Brown’s fashion brand partnered with Nordstrom. These collaborations provide immediate access to established distribution channels and consumer bases.
Offline Expansion: Challenges and Opportunities
The Indian D2C Landscape
In India, the D2C playbook established by brands like Sugar Cosmetics and Wow Skin Science has inspired newer entrants to expand offline. Brands are racing to develop physical stores to capture a larger share of the competitive retail landscape.
The shift has also pushed traditional offline retailers to adopt omnichannel strategies, ensuring they can cater to customers across online and offline touchpoints. Conversely, the entry of offline brands into the D2C space has nudged D2C players to ramp up their physical presence.
- Snitch: A Case Study in Offline Growth
Snitch, a D2C apparel brand, raised ₹110 crore to fuel its offline expansion. While acknowledging the challenges of offline growth—such as staffing, driving foot traffic, and managing inventory—Snitch leveraged its digital foundation to create an integrated omnichannel experience.
“Our stores are equipped with technology to gather customer insights, such as preferences, purchase patterns, and feedback. This data complements our online analytics, offering a 360-degree view of our customers,” said Chetan Siyal, founding member and CMO of Snitch.
This cohesive strategy includes geotargeted online ads to drive in-store traffic, while in-store promotions encourage customers to engage with the brand’s digital platforms.
Omnichannel Success Stories
- Wakefit’s Expansion
Wakefit, a furniture and home solutions brand, expanded into offline retail in 2022 and has grown to 80 stores across various cities. Post-pandemic, the demand for omnichannel experiences became evident, prompting Wakefit to optimize its logistics pipeline and adopt a hub-and-spoke model for efficient inventory management.
“Our in-house predictive models help us forecast demand, plan supply, and accurately track all delivery channels,” said Chaitanya Ramalingegowda, co-founder of Wakefit. The brand’s offline presence has enhanced consumer trust and amplified its online sales.
- Farmley’s Omnichannel Approach
Farmley, another D2C success story, ensures product availability across all relevant channels. By identifying “hero products” through online feedback and repeat purchases, Farmley strategically expands its reach while optimizing marketing efficiency.
“Users acquired on one channel often repeat purchases across other channels, thereby improving marketing efficiencies,” noted Aman Gupta, head of marketing at Farmley.
The Benefits of Hybrid Retail
- Building Trust and Loyalty
For many consumers, interacting with a brand offline fosters trust and enhances loyalty. Physical stores provide a tangible connection to the brand, complementing the convenience of online shopping.
- Seamless Customer Journeys
By integrating online and offline channels, brands can offer a seamless customer journey. Wakefit, Snitch, and Farmley exemplify how a unified strategy can enhance customer satisfaction and drive growth.
- Amplified Marketing Strategies
The expansion of distribution footprints has also led to an evolution in marketing. Brands like Wakefit now incorporate outdoor and print media alongside digital platforms, creating an integrated marketing mix that ensures high-frequency, consistent messaging.
The Road Ahead: A Balanced Retail Future
The retail industry has moved beyond chasing buzzwords like D2C. Today’s successful brands focus on creating unique products and reaching customers through the most effective channels. While D2C remains an integral part of the retail strategy, it is no longer the sole path to success.
Hybrid models represent the future, blending D2C’s direct connection with the distribution’s scalability and efficiency. Whether through partnerships with major retailers, investing in offline stores, or adopting omnichannel approaches, the focus remains on meeting consumer demands and fostering loyalty.
As online and offline retail lines continue to blur, successful brands will prioritize their products and adapt their strategies to offer a seamless, omnichannel experience. The retail landscape is no longer about being a D2C brand; it’s about being where the customer needs you—online, offline, or both.
