Editor
When Loops, a face mask-focussed skin care brand, first launched at the end of 2020, it exclusively sold through its direct-to-consumer channels. After all, the pandemic was raging and in-store shopping was, if not closed entirely, still severely limited.
But after a year, when stores started operating without restriction again, Meg Bedford, Loops’ CEO, gave wholesale opportunities another look.
“We always intended to be an omnichannel…
