Instacart launches a new app, Urban Outfitters makes a pitch to Gen Z, and Walmart positions itself as an SMB incubator. Here are the five most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.

Instacart's party planning app

Instacart claimed the top spot with its launch of Fizz, a standalone app designed to help groups plan parties and split costs for alcohol and snacks. The app allows one person to start a cart while others add items, with each participant paying only for what they added.

"I think I just wish that this was around when I was in college," said our analyst Arielle Feger, highlighting the app's appeal to younger consumers. The platform also features "snack bucks," allowing brands to offer rewards for certain alcohols with money off snacks.

This strategic move appears designed to attract a younger demographic to the Instacart ecosystem. "It may be an entry point to Instacart for a younger audience," said host Sara Lebow, noting that Instacart traditionally "skews...not older, but not college kid age."

Despite being a standalone app, Fizz maintains data connections with Instacart's main platform, particularly for advertising purposes.

"Brands are still getting all of that data, which is kind of cool, that it's all connected," said Feger.

Urban Outfitters' partnerships target Gen Z

Urban Outfitters secured the second position with its new "on rotation" store program featuring installations from brands, beginning with Nike. The initiative includes a Nike shop-in-shop concept, reflecting Nike's ongoing pivot away from its direct-to-consumer push of recent years.

The rotating concept is designed to drive repeat visits as featured brands change. "It's not just a clever name, it is going to rotate," said our analyst Zak Stambor. "Interesting to see them go with Nike first. Also, interesting to have this be a rotating concept, so that you do regularly visit the store and see what's happening in this space."

Dick's Sporting Goods makes bold acquisition play

Added to the list by Stambor was Dick's Sporting Goods, which announced plans to acquire Foot Locker. The acquisition would dramatically expand Dick's footprint from approximately 850 stores to 3,000 locations.

"This is a massive play," said Stambor. "It will enable Dick's to move into some urban locations, some international markets that it was not in previously. And that will more than double its total addressable market."

The deal would also enhance Dick's position as a Nike partner and merge two large loyalty programs, potentially boosting its retail media network. However, the panel noted regulatory approval remains uncertain.

David's Bridal targets upscale customers with boutique concept

David's Bridal made the list with its new high-end boutique called Diamonds and Pearls. The smaller store offers a more curated experience and assortment, featuring touchscreens and "Pearl," the brand's AI-powered wedding planner assistant.

"It's obviously definitely aiming at Gen Z brides, Gen Z weddings, and also just people who are looking for a little higher end assortment or a more curated store experience," said Feger.

Stambor noted the strategic positioning: "There's a lot of space here for David's Bridal to grab between largely the mass retail David's Bridal space and the independent boutiques."

Walmart positions itself as champion of US businesses amid tariff concerns

Walmart launched a small business program called "Grow With US," positioning itself as an incubator of US business amid tariff concerns. The move appears designed to enhance Walmart's image with both consumers and the US government.

The retail giant also made headlines by announcing price increases, a move that "attracted the eyes of the White House," according to Stambor. This transparent approach to tariff impacts contrasts with other retailers who may be less forthcoming about price adjustments.

Listen to the full episode.