{"id":1522782,"date":"2023-06-16T10:15:24","date_gmt":"2023-06-16T14:15:24","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1522782"},"modified":"2023-11-10T11:45:54","modified_gmt":"2023-11-10T16:45:54","slug":"brandless-exec-on-acquisitions-ai-more","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more","title":{"rendered":"Brandless Exec on Acquisitions, AI, More"},"content":{"rendered":"<p>Brad Moss is a former Amazon product manager turned video game developer. He&#8217;s now chief Amazon officer at Brandless, a direct-to-consumer seller of home, health, and beauty goods and an active acquirer of other companies.<\/p>\n<p>Brandless launched in 2017 and famously flamed out in early 2020 after raising close to $300 million in funding. A private equity firm purchased the assets, regrouped, and is now thriving by all accounts.<\/p>\n<p>Moss and I recently discussed the company&#8217;s journey and his own, including an interest in AI tools. The entire audio of our conversation is embedded below. The transcript is edited for clarity and length.<\/p>\n<div id=\"buzzsprout-player-13026069\"><\/div>\n\t\t\t\t <script src=\"https:\/\/www.buzzsprout.com\/1995667\/13026069.js?container_id=buzzsprout-player-13026069&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<p><strong>Eric Bandholz:<\/strong> What do you do?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Brad Moss:<\/strong> I&#8217;m the chief Amazon officer at Brandless. The company was started in 2017 by two web entrepreneurs who raised nearly $300 million, mainly from SoftBank. The business sold inexpensive, sustainable food and health and beauty items. It didn&#8217;t go very well. The company ceased operations in early 2020. A few months later, a private equity group, Clark Capital Partners, bought it and reformed everything. They had a vision for what Brandless could be and brought in the CEO, Cydni Tetro.<\/p>\n<p style=\"padding-left: 30px;\">Clark Capital put a lot of money into marketing. We still sell products directly, but we&#8217;re now more of a brand accelerator. We acquire a company \u2014 either an Amazon seller, direct-to-consumer, or retail. When we buy a company, it&#8217;s usually weak in one of those positions. We have expert teams come in and accelerate those arms.<\/p>\n<p style=\"padding-left: 30px;\">We ran Amazon operations for many of the <a href=\"https:\/\/www.practicalecommerce.com\/amazon-marketplace-sellers-are-attractive-acquisition-targets\">aggregators<\/a>, particularly Thrasio. We ran most of Thrasio&#8217;s portfolio as it was starting for the first year or so.<\/p>\n<p style=\"padding-left: 30px;\">I like Clark Capital&#8217;s model of a slower pace, very choosy. Every brand we purchase grows sales afterward. We add a lot of value when we come in.<\/p>\n<p><strong>Bandholz:<\/strong> What does Brandless look for in an acquisition?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Moss:<\/strong> We&#8217;re mainly in the health and wellness space. We have some home products as well. Typically, brands are doing between $5 and $50 million in revenue, sometimes more. If it&#8217;s the <a href=\"https:\/\/www.practicalecommerce.com\/quiet-light-founder-on-state-of-ecommerce-ma\">right deal<\/a>, we&#8217;ll go into it.<\/p>\n<p style=\"padding-left: 30px;\">We don&#8217;t want the owners to hand us the keys to the business and walk away. It&#8217;s a much more integrated approach, typically 18 to 24 months with the brand post-sale. There are earnouts and all sorts of benefits as sales continue to grow. But we don&#8217;t want owners to leave right away. There are too many skeletons in the closet, many hidden reasons why it couldn&#8217;t scale. It&#8217;s good to have the owner and the leaders in there for a good amount of time to problem-solve.<\/p>\n<p><strong>Bandholz:<\/strong> What does that integration look like?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Moss:<\/strong> It&#8217;s pretty customized. Our mantra is &#8220;bolster, don&#8217;t break.&#8221; Whatever they have going, let&#8217;s keep that rolling while adding additional support mechanisms to help accelerate their efforts.<\/p>\n<p style=\"padding-left: 30px;\">If they&#8217;re struggling, we&#8217;ll bring the team to help. My role is to oversee everything on Amazon. We often come in and vet. If necessary we&#8217;ll assist and find opportunities to make more money. And it&#8217;s always a negotiation with the owners. They&#8217;re still in the driver&#8217;s seat.<\/p>\n<p><br \/>\n<strong>Bandholz:<\/strong> You&#8217;re doing some side projects in AI.<\/p>\n<p style=\"padding-left: 30px;\"><strong>Moss:<\/strong> Yes. Before starting at Brandless in late 2021, I had my own video game company for 12 years. I&#8217;ve launched over 60 games. After joining Brandless, I maintained a game as a side business.<\/p>\n<p style=\"padding-left: 30px;\">Now, during the AI evolution, we are working on accelerating the game development side. And that has evolved beyond just games to all sorts of AI-driven code and web development. We&#8217;ve built a middle layer between large language models and direct business users to help configure AI flows.<\/p>\n<p style=\"padding-left: 30px;\">These large language models resemble micro brains. You have to train the brain and give it instructions. With this middle layer, you can set up flows with <a href=\"https:\/\/www.practicalecommerce.com\/chatgpt-prompts-for-text-analysis\">questions<\/a> unique to your business. These workflows can create content quickly.<\/p>\n<p style=\"padding-left: 30px;\">AI is becoming so ubiquitous. Big companies move slowly. As entrepreneurs, we&#8217;ve got to be leading the way. We&#8217;re always at the tip of the spear here, discovering new things, especially with all the technological evolution. That&#8217;s a benefit of being an entrepreneur.<\/p>\n<p><strong>Bandholz:<\/strong> Where do folks follow you and support you?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Moss:<\/strong> Check out <a href=\"https:\/\/brandless.com\/\">Brandless.com<\/a>. <a href=\"https:\/\/enhancedai.com\/\">EnhancedAI.com<\/a> is my side project. I&#8217;m also\u00a0on <a href=\"https:\/\/www.linkedin.com\/in\/bradmoss\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brad Moss is an Amazon veteran, game developer, and now an executive with Brandless, the repurposed DTC seller and company acquirer.<\/p>\n","protected":false},"author":718,"featured_media":1522784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58308],"tags":[30006],"class_list":["post-1522782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance","tag-podcasts",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brandless Exec on Acquisitions, AI, More - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Brad Moss is an Amazon veteran, game developer, and now an executive with Brandless, the repurposed DTC seller and company acquirer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandless Exec on Acquisitions, AI, More\" \/>\n<meta property=\"og:description\" content=\"Brad Moss is an Amazon veteran, game developer, and now an executive with Brandless, the repurposed DTC seller and company acquirer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/Bandholz\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-16T14:15:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-10T16:45:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/Brad-Moss.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Bandholz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bandholz\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Bandholz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\"},\"author\":{\"name\":\"Eric Bandholz\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/b9a9b25eed7ab330bf65fbc9b65c7980\"},\"headline\":\"Brandless Exec on Acquisitions, AI, More\",\"datePublished\":\"2023-06-16T14:15:24+00:00\",\"dateModified\":\"2023-11-10T16:45:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\"},\"wordCount\":715,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/06\/Brad-Moss.jpg\",\"keywords\":[\"Podcast\"],\"articleSection\":[\"Finance\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2023\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\",\"url\":\"https:\/\/www.practicalecommerce.com\/brandless-exec-on-acquisitions-ai-more\",\"name\":\"Brandless Exec on Acquisitions, AI, More - 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