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
The cost of tariffs visualized: What 5 charts say about the future of ad spend
Digiday has collated five charts to show how President Trump’s latest tariffs will likely impact ad spend, and platforms.
Why price cuts and agency pressure haven’t changed calculus for brands on X
Big brands aren’t buying back in, and there’s more to it than executive discomfort with X’s For You feed.
Retail media was built for growth. Now, it’s being rebuilt for risk
Tariff pressures are prompting CPG advertisers to prioritize flexibility and incrementality in retail media.