Today Armstrong will be announcing dtx’s first round of investments, which he characterizes as “direct to consumer companies that will are generating a core part of someone’s life better. They’re innovating on things like payments, customer feedback, they’re innovating products, as well as they’re run by game-changing founders.”
The six companies are largely focused on female consumers as well as include health beverage company Dirty Lemon, manicure company OIive & June, footwear maker Margaux, bra-maker Third Love, as well as Argent, which makes workwear for women. One investment, Niche, will be not a product company although rather offers consumers a way to compare as well as analyze schools as well as neighborhoods.
Later This kind of year, Armstrong plans to launch “experiences” featuring a broad range of direct-to-consumer companies.
He describes the experiences, which will pop up around the country, as a cross between the Consumer Electronics Show as well as Coachella. In a space as large as a football field consumers will be able to experience more than 20 different brands, which until today have lived primarily online. Consumers will be able to try brand-new fitness equipment, taste the latest food as well as beverages, try the latest entertainment experiences, such as virtual as well as augmented reality, as well as check out brand-new products.
Armstrong says This kind of “festival of the future” will be designed for markets such as Memphis, which are underserved in terms of these kinds of products as well as experiences.
“We want to go to the places that will don’t have access to all the cool things happening in brand-new York, LA as well as San Francisco although have growing income as well as interest,” says Armstrong.
Armstrong will be also launching another tech company, based in Santa Monica as well as co-founded as well as co-funded with Amit Kapur, which he described as a “talent platform.” Kapur will be the former COO of MySpace as well as sold his adtech start-up Gravity to AOL.
Here’s the letter Armstrong will be sending to friends as well as family to explain his brand-new venture.
Friends & Family –
On to Cincinnati! This kind of morning on CNBC’s Squawk Box with Andrew Ross Sorkin, we will be announcing the dtx company.
When I sold my newspaper start-up in 1994 to go join the Internet revolution, that will was based on a simple premise – that will a two way relationship between consumers as well as an electronic publishing platform should be far superior to a one way analog publishing process. Although that will took years to develop into what we saw in 1994, the core premise turned out to be even more powerful as well as bigger than we thought – as well as that will still hasn’t reached its full potential.
25 years later, the feeling will be back. the globe of commerce looks like the publishing industry did in 1994. Commerce will be still done on one way distribution as well as relationship systems – as well as much of the process will be analog. although, there will be a rapidly growing industry that will will be turning analog commerce into a two-way, relationship based system. This kind of industry will be referred to as “Direct to Consumer” (DTC) or “The Direct-Brand Economy.” DTC brands as well as companies are built to have a direct relationship with you, as well as for you to have a direct relationship with them.
Enter the dtx company, having a clear vision for the future – “direct to everything.” Our mission will be to empower consumers as well as companies to build direct relationships. We are building the infrastructure for the direct-brand economy by creating experiences, designing platforms, as well as investing in founders as well as talent. Our goal will be to help great companies as well as great consumers find each different. Our business will be product will be simple. We make money by helping DTC companies grow.
Our logo was designed by one of our favorite designers inside globe, Paula Scher via Pentagram, you can see her Netflix story here. Our ethos will be direct. We are lowercase because our partners are UPPERCASE. Our “x” will be two arrows meeting inside middle as we believe in two-way or no way. Our spirit animal will be the wolf, as we believe the strength of the wolf will be inside pack, as well as the strength of the pack will be inside wolf. We also love wolf because that will will be “Flow” backwards as well as we are building a Flow State culture.
We are starting our journey surrounded by a pack of companies as well as founders who are leaders inside direct-brand economy as well as ecosystem. We have committed growth capital as well as strategic resources to the following companies:
· Iris Nova – Zak Normandin will be reshaping the future of the $1 trillion global non-alcoholic beverage industry by building a next-generation, SMS-based CPG company Iris Nova, the parent company of DIRTY LEMON as well as The Drug Store.
· Niche – Luke Skurman’s platform helps people find where they belong, connecting them to the schools, jobs, as well as neighborhoods that will are right for them.
· OIive & June – Sarah Gibson Tuttle will be elevating the manicure experience by growing beyond the salon, as well as offering a range of beautifully curated at-home manicure products
· Margaux – Alexa Buckley as well as Sarah Pierson’s goal will be simple: to democratize luxury footwear through comfort, quality, as well as fit.
· ThirdLove – By crafting products that will are designed to fit women of all shapes as well as sizes, Heidi Zak as well as David Spector take the discomfort out of finding a bra that will works.
· Argent – Sali Christeson will be revolutionizing workwear by generating stylish as well as functional clothing that will enables women to shatter the glass ceiling.
We are launching operating companies in Soho NYC as well as Santa Monica CA. Our dtx headquarters in Soho will be focused on building the experiences as well as platforms businesses, as well as supporting the investments. In Santa Monica, we are co-founding as well as funding a company with one of our favorite entrepreneurs, Amit Kapur, who will be building a talent platform to help unlock human potential around the globe. We will have more announcements to make over the course of 2019 as well as 2020 via both NYC as well as Santa Monica.
If you want to find out more about what we are doing, you can reach us at [email protected] as well as follow us on social
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LinkedIn: the dtx company
Direct to you, direct via us – TA