Predicting success in startup consumer brands

Nearly three years ago, Saar Gur and I wrote about how early-stage consumer product companies were overlooked by venture capitalists, but had the potential to create breakout success. At the time, VCs largely shrugged off the category by pointing to the lack of sizable outcomes in the consumer vertical and the difficulty of predicting which brands would be successful. Since that post, Unilever bought Dollar Shave Club for $1 billion, Walmart bought Bonobos for $310 million, Kellogg bought RXBar for $600 million, and Purple Mattress effectively went public for $1 billion. None of these companies had yet celebrated their tenth anniversaries. ….[READ]