Celebrity-driven retail is not new. Cases of celebrity owned retail brands date back to at least the 1800s. But what was once a relatively minor trend has now blossomed in recent years. Today, a growing roster of celebs are launching brands online.

For this report, we explored retail brands founded, owned, and operated by celebrities, with a particular focus on the role of brick-and-mortar retail in their growth strategies. Through our research, we were able to identify distinct stages of what we have termed the “lifecycle” of celebrity retail brands.

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