Skims is now valued at $5 billion after raising $225 million, per The New York Times. The company plans to use the funds to open stores in international markets, grow its intimates and shapewear lines, and expand into other categories. The fundraising round cements Skims’ status as the buzziest brand in undergarments. The company is now valued at nearly twice as much as Victoria’s Secret, despite having less than one-sixth of its revenues. While Victoria’s Secret has struggled to find a middle ground between sex appeal and comfort, Skims has managed to do both—earning customers’ loyalty in the process.

Victoria’s Secret’s rebooted fashion show resonated with Gen Z: That, alongside the company’s efforts to expand and refresh its assortment, resulted in a solid holiday performance.

Digitally native D2C brands embrace traditional retail strategies: More are inking partnerships with retailers like Amazon and Walmart to expand their reaches and offset soaring acquisition costs.

Digitally native brands look for a new D2C playbook: Brands are embracing wholesale, physical retail, acquisitions, and even selling on Amazon to regain momentum and achieve profitability.

Brands can expand their customer bases without starting from scratch by participating in conversations that are already happening on TikTok via “edutainment,” or informational content, Colleen Conkling, CMO of stationary company Papier, said at The Lead Innovation conference in New York City last week.

Adidas will rely on wholesale to help dig it out of its Yeezy hole: But weak demand from retail partners could delay its comeback.

Digitally native brands focus on physical expansion, but costs are mounting: Allbirds, Warby Parker, and Glossier are shedding workers and expanding retail partnerships to grow sales and stay afloat.