How brands like Vuori, Rothy’s and Away have adapted to the new DTC landscape

This story was first published by Digiday sibling Modern Retail.

The brands that emerged from the direct-to-consumer 1.0 era are now operating at a much larger scale, and their businesses have evolved accordingly.

At NRF 2026, a panel of executives laid out the lessons learned from operating DTC brands over the past decade. The participating brands included Vuori, founded in 2015; Away, founded in 2016; and Rothy’s, which launched back in 2012.

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