BY ADITI SANGAL, DIGIDAY

Born online direct-to-consumer brands are increasingly turning to traditional physical retail models to find new places for growth. Mike Grillo, CEO and co-founder at Gravity Products, thinks DTC is just a launch model and not a sustainable business model for the longer term.

Grillo found viral success when he, via the publisher Futurism, started Gravity Blankets, a weighted blanket that launched on Kickstarter. Today, the two-year-old company, which now operates on its own, runs lean, has $28 million in revenue and is profitable. Gravity sells through wholesale and even on Amazon.

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