DTC brands are sitting out the first wave of store re-openings in Texas

Direct-to-consumer startups have been thinking for weeks about how and when they want to re-open their stores. But as the time has come to re-open locations in some states, no one has any better idea of what the right path forward is than they did six weeks ago. Last Friday, Texas allowed malls and retail stores to re-open with 25% capacity. While other states allowed retail stores to re-open before Texas, it was the first notable ordinance for DTC startups, as cities like Austin and Dallas are some of the first places that DTC companies open stores in outside of New York, San Francisco, and Los Angeles which are still ordering retail stores to remain closed. (Though, California is letting stores open for curbside pick-up today. ) But, by and large, DTC startups are not rushing to open their doors.

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