Harry's, the razor startup, which has been acquired by Edgewell for $1.37bn last week, ist just one example of a tidal wave of startups in what has been termed the direct-to-consumer (DTC) or digitally native vertical brands (DNVB) brands. Other examples include Warby Parker, Casper, Glossier and Allbirds. In this episode I go into the strategy and the return drivers of this strategy and I compare it with the more traditional Amazon ecommerce approach, which is followed by companies like Jet.com, Wish and Brandless.