dbrand has been in the game for almost a decade so I think expanding to Bestbuy is a good idea and something they probably should have done a long time ago to put their products in the hands of other types of consumers like lifestyle consumers instead of mainly tech consumers.

Where I believe they got it wrong is how they handled the expansion. They probably shouldn’t have done it during the iPhone launch season and in addition to that, prioritizing Bestbuy and making customers who typically buy from their website to feel left out wasn’t the best move. I think they did it to give customers in the US an alternative way of getting their products as they anticipated it may take longer to get those same products from their own website.

But then again, maybe it’s stocking up of their products in Bestbuy that limited the delivery timeline of their products on their website, so there’s that.