Content and commerce is hot again. But for new package goods company Walker and Co. the answer isn’t to combine them, at least not just yet
Speaking at the Digiday Retail Summit in Half Moon Bay, California, earlier this week, Walker and Co. CEO Tristan Walker said the company basically operates two businesses. One is Bevel Code, a “digital magazine” devoted to lifestyle issues for people of color. The other is the Bevel retail site, GetBevel.com, where people can buy the shaving system. Rather than mix the two together, Walker instead chooses to keep the focuses distinct. In fact, Bevel Code, which carries content like an interview with Nas about his hairstyle and stories of vintage barbershops, doesn’t even push Bevel’s shaving system.
“We think about them as very separate entities,” said Walker. “Since we’re venture backed, we can separate them and allocate resources to making them great. Once we do that we can work on cross-promoting both.”
Watch Walker talk about that, as well as the challenges of building a brand from scratch, in the video below.
How Bevel is Building a New Brand Through Content & Commerce from Digiday on Vimeo.
More in Marketing
In graphic detail: The long road to accountability for social media platforms
Last week’s social media addiction rulings signal a fundamental shift: the platforms can now judged, not just on their content, but on how they are built and designed.
What AI disruption means for experimental ad budgets
The 2026 ad budget is now a lab experiment as marketers boost experimental budgets for AI and emerging channels.
AI influencer discovery tools are changing how agencies cast creators
As creator spending grows among brand advertisers, agencies are using AI to automate much of the influencer marketing workflow. Now, that includes casting.