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The Week in Shopping: Phoebe Retail & Staud Sport Edition

A lab-grown diamond play, another Alex Mill collab, Staud Sport (!!), and the most brilliant and devious Valentine’s Day marketing tactics yet.

staud sport
Fittingly for this era of experimentation, Staud is launching Staud Sport, a fitness line that could give Alo some competition. Photo: Courtesy of Staud
Sarah Shapiro
January 25, 2025

These days, in the retail landscape, brands tend to expand into new categories via collabs or strategic partnerships first. Ordinarily, creating a new beauty product can take at least 18 months of testing, learning, iterating, etcetera. But working with a partner can shorten the royal route to market, all while minimizing capital risk—duh, yes, I know you know this. Anyway, these moves illustrate how companies are carefully testing new markets to gain intel before making a more significant investment, themselves.