A new project

Over the past few months I’ve been working quietly with my friend Alex Blumenstein on a new project. It’s catalogue for internet brands that will be mailed to 50,000 doors–to begin with. We’re calling it All Sorts.

I wrote a short twitter thread as part of our sales outreach that I’ll repost below. I’m sure I’ll have much more to say about this in the coming months.

“DTC!

WTF is DTC?

DTC is a rapidly growing category of products that are being sold and shipped “Direct To Consumer”.

Marc Andreesen wrote that “software is eating the world“. Well, DTC is eating retail.

Everything you buy in a store will be available at a better price and higher quality directly from a DTC brand. It probably already is.

The problem is that it’s hard to discover these products, as they don’t sit neatly side by side on a shelf in a store aisle.

DTC brands: we’re talking to you now.

Facebook and Instagram ads are fine for discoverability, but you know that we know that you know that CPMs are rising, and your ads are getting lost in the noise. You need to explore new channels.

We think that you should also explore an old channel: direct mail.

We’re working on a beautiful, curated catalogue featuring 45 DTC brands that will be mailed to 50,000 homes in NYC.

We’re now looking for our last ~10 brands to wrap up the first issue.

Catalogues worked, and then kind of stopped working. Well, they’re starting to work again. That’s how these things go. Digital crowded. Your (actual, physical) mailbox isn’t.

Interested in joining our inaugural issue? Apply here: http://loveallsorts.com/apply“