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Whether you're shopping for gluten-free brownie mix, facial moisturizer or toilet bowl cleaner, a new online supermarket keeps it simple by selling it all for the exact same low price.
Brandless, created by a pair of San Francisco tech entrepreneurs, is charging only $3 for all of its nearly 200 products, including usually pricey organic, gluten-free, and GMO-free foods. Of course, there also is a flat $9 shipping fee unless you spend at least $72, then the shipping is free.
"We feel like as a nation, we have become quite polarized, and we see all people as the same," co-founder Tina Sharkey told NBC News. "We deeply believe people being able to live their values."
Similar to online sellers like Warby Parker eyeglasses and Dollar Shave Club razors, Brandless looks to bring products directly to consumers through an online marketplace that allows them to slash prices. They also offers memberships for $36 a year, with the perk being free shipping for purchases of $48 or more.
The company is able to sell everything at a discounted price because none of the items offered are brand names. They are all unique to Brandless, which Sharkey and co-founder Ido Leffler say saves money retail space, warehousing and distribution, eliminating the "brand tax" that often makes products cost up to 40 percent more.
The products include pantry items like canned goods and salad dressings, beauty products, office and household supplies, and personal care items like hand soap and body lotions.
They also created only one product per category, like one kind of organic creamy peanut butter and one kind of organic tomato sauce to keep costs down compared to a large grocery chain that offers thousands of product options.
The packaging is also no frills, with simple labels identifying the product on the front with a quick description about it being gluten-free or not using any artificial flavors.
Leffler and Sharkey approved the products themselves, going through dozens of rounds of taste tests with various products before settling on what they wanted.
By selling at such a low price, Sharkey and Leffler know they need to sell a lot of product in order to be profitable, so the focus is now on reaching as many consumers as possible.
"We will absolutely scale our logistics and operations to work to delight everybody as quickly and we can," Sharkey told NBC News. "We're just getting started."
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