This story requires our BI Prime membership. To read the full article,Gin Lane, an ad agency that has helped take direct-to-consumer upstarts including Harry's and Hims to market, is spinning off into a multi-brand conglomerate of direct-to-consumer brands called Pattern.
It is launching with a line of cookware products called Equal Parts that also will promote cooking as a habit.Gin Lane no longer wants to just help other direct-to-consumer companies grow.
"With more than 10 years of experience, we know how businesses should be built in the direct-to-consumer era," Nick Ling, co-founder and CEO of Pattern and former CEO of Gin Lane, told Business Insider."We believe we can have a more direct and meaningful impact on our generation's lives and wanted to challenge ourselves and the rest of the industry to build brands for today's consumers.