And other retailers may follow suit.
[Update, February 2020: Brandless is no longer in business.]
Brandless has built an army of fans by basically being a cool, curated, online version of a dollar store (well, if everything cost two dollars more).
Now the company known for its $3 non-perishables household items is expanding into a category parents can get excited about: Baby stuff.
Brandless is now offering baby wipes, baby lotion and baby food for just $3 an item, and an entire 50 count pack of diapers for just $9. If you've been shopping for disposables lately you know that's a good deal.
The Brandless baby collection has 19 items total and is attracting a lot of attention. Brandless launched the line about a week after Target announced its baby clothing and decor, Cloud Island, was expanding into low priced baby essentials (including diapers).
The good news for shoppers is that these lines likely aren't the last budget baby offerings we'll see in 2019.
Retail analyst Bruce Winder told AdWeek he expects discounted, private label diaper deals to keep multiplying as retailers are feeling the pressure from Amazon. "If you carry the same product as Amazon, it's really difficult for brick and mortar to compete on price with Amazon," Winder said.
Brandless may not be a brick and mortar, but it's certainly competing with Amazon in this category now.
In a press release announcing the new line Brandless also announced it will "throw in two weeks of free diapers ($18 worth) when someone signs up for their first subscription box that includes diapers by using promo code "FREEDIAPERS" with a minimum purchase threshold (terms apply)"
Go get your diapers, mama.
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