Brit + Co founder & CEO Brit Morin on expanding beyond media to merchandise w/Target | Summary and Q&A

TL;DR

Brit + Co, a media company focused on reaching a young consumer audience, discusses their successful partnership with Target and their long-standing history in commerce.

Key Insights

• 🇨🇨 Brit + Co started as a media partner before becoming a merchandising partner with Target.
• 🪘 They have a long history in commerce, manufacturing and selling products themselves, as well as curating and selling products from makers on their site.
• 💄 Brit + Co's audience strongly identifies Target as their favorite retailer, making the partnership a great fit.

Transcript

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Questions & Answers

Q: How did Brit + Co's partnership with Target come about?

Brit + Co started as a media partner for Target and later became a merchandising partner because they already knew that Brit + Co performed well for them and reached a coveted audience.

Q: Did Brit + Co have a history in commerce before partnering with Target?

Yes, Brit + Co had a history in commerce, manufacturing and selling their own products, as well as curating and selling products from makers on their site.

Q: Why did Brit + Co choose Target as their partner?

Target was a great fit for Brit + Co because their audience survey showed that 68% of Brit + Co's audience named Target as their favorite retailer. The middle-class, middle American woman that Brit + Co and Pinterest reach also resonates with Target's audience.

Q: How does Brit + Co drive their audience from retail stores back to their online platform?

Brit + Co embeds gift certificates for free classes into every Target product, encouraging customers to visit their online platform. Target stores also act as billboards for Brit + Co.

Summary & Key Takeaways

• Brit + Co, a media and merchandising company, became a media partner for Target before transitioning into a merchandising partnership.

• They have a history of manufacturing and selling products, including do-it-yourself kits and craft supplies.

• Brit + Co reaches a young consumer audience, resonating with Target's middle-class, middle American woman audience.