Join us in NYC this Thursday, July 23 from 5-8 p.m.
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
Five things the World Cup taught marketers about creators
The World Cup has wrapped, which means it’s time for the obligatory marketing takeaways piece.
Walmart reveals soccer fans’ World Cup shopping habits
New data is from Walmart is showing that consumer shopping habits shifted during the 2026 World Cup.
Future of Marketing Briefing: What World Cup breakout stars Haaland and Zlatan can teach marketers about sports stardom
This year’s soccer darlings confirm the emergence of a new kind of sporting celebrity in direct conversation with fandom and social media.