Phrasso

Growth Without Losing Control.

[Phrasso @phrasso]

More marketplaces. More problems for brands.

[ian noble @iannoblee]

@sephora is taking over TikTok Shop. As marketplaces grow, so do the opportunities for unauthorized sellers. Brands paid the price when they lost control of their inventory on Amazon.

Will history repeat itself?

#Sephora #TikTokShop #Retail #Brands #Ecommerce

[Phrasso @phrasso]

Birkenstock says Sam’s Club isn’t authorized, so why is their product sitting on the shelf at massive discounts?

#birkenstock #samsclubfinds #costco #retail
@BIRKENSTOCKUSA @birkenstockmex @birkenstock_jp

[Phrasso @phrasso]

@wolverineworldwide it’s time to take back control!

#saucony #merrell #samsclubfinds #retail
@SauconyOrigs @wolverine @iannoblee

[Phrasso @phrasso]

“Retail is dead.”

In the age of ecommerce and heavy DTC sales, we hear this a lot.

Yet Costco Wholesale did $23.7 billion in sales in August, up 9.9% from last year.

Ross Stores, Inc. did $6.3 billion, up 13%.
Burlington Stores, Inc. did $3.0 billion, up 11%.
The TJX Companies, Inc. did $15.2 billion, up 5%.
Sam's Club did $25.7 billion, up 8.8%.

Retail is not dead.

The wall between full price and off-price is disappearing.

This isn't a temporary shift in consumer behavior.

It is a transfer of power.

#Retail #BrandProtection #Chloe #JulietteHasAGun
@Nordstrom @SamsClub @BIRKENSTOCKUSA @LancomeUSA @JoMaloneLondon @MaisonValentino @Viktor_and_Rolf @gucci @marcjacobs

[Phrasso @phrasso]

The courts won’t help you, but Phrasso can!

[ian noble @iannoblee]

Brands, you can’t rely on the Supreme Court to protect where your products end up.

For every inbound buyer, there’s countless others who may already be moving your inventory through channels you can’t see.

#distribution #brandprotection #retail

[Phrasso @phrasso]

Will prestige retail environments like Nordstrom still exist in 25 years, or will off-price dominate because brands cannot control their inventory?

[ian noble @iannoblee]

Retail isn’t dying. It’s being dominated by off-price.

Costco added 19 warehouses in less than a year.

Sam’s Club is rapidly expanding 15 new clubs annually.

Nordstrom opened 23 stores in 2024. Every single one was a Rack.

For prestige retailers like @Nordstrom , @Bloomingdales , and @Sephora , the message is brutal: when the exact same SKUs are sold for less, opening off-price doors becomes the only way to compete.

What if brands could protect their most coveted retail relationships and not plummet in value?

With Phrasso, now they can. Brands can now sell more and have visibility into who is smearing their product in off price channels.

Growth should never destroy the value it creates.

Now brands can scale without surrendering control of what they built.

#Nordstrom #Versace #Gucci #Retail #Brands

[Phrasso @phrasso]

Under Armour sold $5B+ in product last year.

Revenue still fell 8%.

They didn’t just lose revenue. They lost control.

First it hits the earnings report.

Then it kills the brand.

@UnderArmour, Phrasso is here to help.

#underarmour #retail #samsclubfinds #brands

[Phrasso @phrasso]

Brands can’t protect what they can’t see.

Phrasso changes that.

[ian noble @iannoblee]

We were personally affected by this problem before we even had a name for it.

I watched products move through unintended channels for years. Sales teams spent weeks vetting buyers, only to watch approved orders resurface in places they never expected. Information remained trapped in different parts of the organization. Over time, brands lost relevance because consumers stopped seeing the value behind the price.

Often, the brand has no idea it’s even happening.

That experience is why we are building Phrasso.

SAME PRODUCTS. DIFFERENT PRICES. VERY DIFFERENT RESULTS.

The same luxury products appear at very different prices. Pricing power and scale have catapulted warehouse clubs past traditional department stores.

2025 FULL-YEAR NET SALES:

COSTCO: $269.9 BILLION
SAM’S CLUB: $90.2 BILLION
NORDSTROM + RACK: $14.6 BILLION

Costco generates 18.5× Nordstrom’s net sales. Sam’s Club generates 6.2× more. Together, they generate nearly 25× as much.

@Sephora, @Nordstrom, @ultabeauty, @saks, @Macys, @neimanmarcus, @Bloomingdales: this should be a wake-up call.

You cannot win a price war against retailers operating at this scale. Your service-driven environments represent some of the best experiences retail has ever created. We do not want to see them go to waste.

@LOrealParisUSA , @AMOREPACIFIC_US, @EsteeLauder, @gucci, @Versace, and the countless other brands affected: how are you protecting decades of value from fading?

At this scale, pricing gaps do more than reshape markets.

They kill brands.

Phrasso helps them stay alive.

[Phrasso @phrasso]

@lightsilver323 https://t.co/Oxobho2dgq

[Phrasso @phrasso]

@petermillar @CMC_22 @CMC_22 looks great in Peter Millar, but Costco doesn’t.

[Phrasso @phrasso]

@petermillar @FedExChamp Raise your hand if you want to help Peter Millar not end up in Costco for half the price 🙋🏽‍♂️

[Phrasso @phrasso]

@petermillar The one that doesn’t get diverted to off price retailers. Phrasso is here to help.

[Phrasso @phrasso]

Brands like @petermillar are losing margin, brand equity and hurting their image every single day. We created Phrasso to put an end to that reality.

#costco #brands #retail

[Phrasso @phrasso]

@lightsilver323 😎

[Phrasso @phrasso]

Today, we are thrilled to launch Phrasso.

For decades, brands have faced the ultimate dilemma: Strike while the iron is hot. Hit your numbers, capture headlines, bring on new partners, and scale, knowing that every new door can mean less oversight. Or play the long game. Control your distribution, slowly turn the valve on revenue, and hope the hype lasts for years.

But what if you could do both?

Phrasso gives brands one place to vet buyers, sell faster, and prevent diversion before products leave their intended channels.

Landing in Sephora or Nordstrom remains the pinnacle of established retail success. It requires years of work and creates the opportunity to reach millions of customers through the world’s most trusted, service-driven retail environments.

Yet for years, those relationships have been stained by authentic products leaking into off-price and unauthorized channels. In 2021, nearly $4 trillion worth of consumer products moved through markets their manufacturers never intended. Commerce has only expanded since, and the problem has scaled with it.

Nobody has cared to update that figure. The industry continues to dismiss the problem as a “necessary evil” and “the cost of doing business” while growing.

Our founding team refused to accept that.

Coming from opposite sides of retail, we’ve seen the same failure from two distinct perspectives. Together, our team is convinced that we are the only ones close enough to the problem, knowledgeable enough to build the infrastructure, and crazy enough to take it on.

Brands’ most coveted retail partners are forced to compete against marked-down inventory that was never supposed to be there, while the companies that spent years bringing those products to life lose control over where they ultimately end up.

Retail and technology have accelerated, but the systems holding them together are generations behind.

With Phrasso, brands can grow today without sacrificing what they are building for tomorrow.

The long game can exist today.

[Alex Barashkov @alex_barashkov]

Branding shots from our recent work for Phrasso. The site is already live.

[Phrasso @phrasso]

@alex_barashkov Couldn’t have been better!

[Phrasso @phrasso]

@alex_barashkov 😉

[Phrasso @phrasso]

Today, we are thrilled to launch Phrasso.

For decades, brands have faced the ultimate dilemma: Strike while the iron is hot. Hit your numbers, capture headlines, bring on new partners, and scale, knowing that every new door can mean less oversight. Or play the long game. Control your distribution, slowly turn the valve on revenue, and hope the hype lasts for years.

But what if you could do both?

Phrasso gives brands one place to vet buyers, sell faster, and prevent diversion before products leave their intended channels.

Landing in Sephora or Nordstrom remains the pinnacle of established retail success. It requires years of work and creates the opportunity to reach millions of customers through the world’s most trusted, service-driven retail environments.

Yet for years, those relationships have been stained by authentic products leaking into off-price and unauthorized channels. In 2021, nearly $4 trillion worth of consumer products moved through markets their manufacturers never intended. Commerce has only expanded since, and the problem has scaled with it.

Nobody has cared to update that figure. The industry continues to dismiss the problem as a “necessary evil” and “the cost of doing business” while growing.

Our founding team refused to accept that.

Coming from opposite sides of retail, we’ve seen the same failure from two distinct perspectives. Together, our team is convinced that we are the only ones close enough to the problem, knowledgeable enough to build the infrastructure, and crazy enough to take it on.

Brands’ most coveted retail partners are forced to compete against marked-down inventory that was never supposed to be there, while the companies that spent years bringing those products to life lose control over where they ultimately end up.

Retail and technology have accelerated, but the systems holding them together are generations behind.

With Phrasso, brands can grow today without sacrificing what they are building for tomorrow.

The long game can exist today.

[Phrasso @phrasso]

@alex_barashkov It’s time to show it to the world!