Why Apparel Brands Are Localizing (and Winning)

For apparel brands, speed is the new margin.
The cheapest factory isn’t always the smartest move anymore.

In 2025, the fastest-growing brands are shifting production closer to home — not for marketing, but for control, agility, and profit.

From hybrid supply chains to region-by-SKU sourcing, “Made closer” is becoming the new competitive edge.

But here’s the real question: how do you localize without losing margin?

How Bloom Outpaced AG1

This week, Aaron and Nathan break down the rise of Bloom Nutrition — the greens powder brand that quietly outmaneuvered AG1 (formerly Athletic Greens) and rewrote the rules on how supplements scale.

The Landscape

When Bloom launched in 2019, AG1 dominated the greens category — everywhere in podcasts and influencer ads, but anchored to one SKU and one DTC channel.

What Bloom Did Differently

Founders Mari Llewellyn and Greg Lavacchia didn’t try to out-science AG1. They built a brand around relatability, flavor, and community. Bloom spoke to women who felt overlooked by performance-focused supplement brands — and made greens taste good.

The Amazon Advantage

While others stayed DTC-only, Bloom went all in on Amazon — meeting shoppers where they already were. By pairing TikTok virality with smart channel strategy, they turned search traffic into sales and built undeniable momentum.

Key Takeaways

• Start with audience, not product. Mari’s story created the trust that fueled Bloom’s growth.

• Use channels strategically. Amazon became their acquisition engine; DTC became their retention hub.

• Expand with intention. Once they owned Amazon, Bloom used that traction to secure national retail partners like Target and Walmart.

• Stay adaptive. AG1’s slow evolution opened the door for Bloom — just as Bloom must now evolve to avoid becoming the next incumbent.

What’s Next

With a recent minority stake from Nutribullet, Bloom is primed for category expansion — from ready-to-drink beverages to global reach. Whether through partnerships or future acquisition, this story is still being written.

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