Why Rhone doesn’t want to be pigeon-holed with a ‘direct-to-consumer’ label

Men’s fitness apparel retailer Rhone is a shining example of a direct-to-consumer brand that has grown out of its internet-only days into the complex world of retail and wholesale partnerships. On top of its thriving online business, the five-year-old brand has four retail stores (three in New York City and one in Connecticut) and has retail partnerships with Bloomingdale’s, Equinox, Peloton and Nordstrom.  As such, Rhone no longer considers itself a company just getting off the