My inbox lately has been filled with emails encouraging me to buy organic tea, partially popped popcorn, notebooks, lemon basil scone baking mix, dish soap, trail mix, pizza, honey and kitchen towels. The funny thing is, they're all from the same company. The missives are being sent by Brandless, an e-commerce start-up that's offering a twist on the venerable marketing tactic of store brands, private-label and own-brand products. Brandless aims to be a one-stop virtual shop for pantry staples and everyday merchandise, most of which are priced at $3 apiece and all of which are billed as "awesome quality without the markup" because, Brandless claims, it has "removed the BrandTax, the hidden costs you pay" when buying national, name-brand products.
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