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There was a moment, between 2018 and 2021, when it seemed like the future of business was largely direct-to-consumer sales (DTC). Eyeglasses firm Warby Parker was crushing it, selling more than 100,000 pairs of eyeglasses in its first year. Peloton was taking the world by storm with its direct-to-consumer exercise equipment. Businesses were cropping up right and left with DTC business models, and investors were lavishing tech valuations on these companies.
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