DTC Startups Rethink Wholesale and Adopt AI to Scale, Founders Say at eTail Boston

During a panel discussion at eTail Boston last week, founders and executives from Viv for your V, Murphy Door, Vaila Shoes and Hivessence shared how they are navigating current retail challenges. The conversation centered on recreating the direct-to-consumer playbook for an evolving landscape, with a focus on omnichannel partnerships and emerging AI tools.

Ahriana Edwards, founder and CEO of Vaila Shoes, which designs footwear for larger-sized feet, said the biggest challenge in scaling a DTC-first brand today is the constant need to adapt. She noted that operating with limited resources forces creative solutions, whether that means leveraging AI to reach an untapped audience or crafting unique marketing strategies for each retail partner.

Edwards explained that Vaila Shoes treats each sales channel differently based on customer profiles. The brand sells through its own website, online marketplace Dia & Co, and retailers Macy's and DSW. Since launching at Macy's in 2023, she said the focus has been on merchandising geared toward families and the average department store shopper, with deep emphasis on product display and storytelling.

The panel broadly touched on using AI for search, content and operational tasks, as well as reimagining relationships with big-box and wholesale partners to support more efficient growth.