Case Study


By TrueNode
03 January 2020, 09:45

Consumer goods reinvented


  • $240MRaised by Softbank

  • $150MEstimated Annual Revenue

  • 2 MonthsTo MVP Launch

The story

With their popularity on the rise due to an innovative and appealing business model, Brandless needed an experienced team to immediately start working on a robust e-commerce solution without spending too much time on onboarding. We put together a team of back-end, front-end, and full-stack engineers to create an engaging client-facing e-commerce shop, a sturdy back-end capable of handling an increasing number of customers, and APIs for inventory management, as well as order fulfillment and shipment information management. Our engineers created and implemented the Brandless subscription feature and an A/B testing solution, which is to date core business functionality.

This No-Brand Startup raised $240 Million to Fight Amazon

Inspired by Japan’s Muji, Brandless Inc. keeps things simple. It sells about 300 items on its website, all generic household staples, mostly for $3 a pop.

Brandless saves consumers up to 40%

By selling its products online in no-frills packaging, Brandless saves consumers up to 40% by eliminating hidden costs associated with marketing, branding, and advertising for a national brand.


Brandless is a Softbank-backed American e-commerce company that manufactures and sells an assortment of products under its own Brandless label. The company eliminates “brand tax,” the costs associated with marketing, advertising, distribution, and brand cachet and rather than sell through traditional retail stores, the company is offering its goods online. 


  • "Brandless Announces New Funding From SoftBank Vision"

    "$240 Million Investment Will Fuel the Growing Brandless Community With New Experiences, Product Offerings and Technology"

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  • "With $50 million in funding, Brandless sells everyday essentials for $3 each"

    "Brandless, the brainchild of serial entrepreneurs Tina Sharkey and Ido Leffler, hopes to take advantage of this new environment and change the way consumers buy everyday essentials."

    Read full article