Hey Cowboys,
Happy Friday! Hope you had a great weekend. We’re breaking down some hot news today.
Today’s lineup 👇 and stories.
Today’s Cowboy Drop-In, Shopper Identity, Founder Brands, Daily Nutrition & American Spend
Guest-hosted by Rabah Rahil, alongside Clifton Sellers, founder of Legacy Builder (turns founder expertise into trust at scale), Kat Cole, CEO of AG1 (daily foundational nutrition), Derek Brown, co-founder of American Spend (indexing what America actually buys), and Michael Diesu, co-founder and CEO of Tie, who’ll walk through Tie’s big announcement launch.
Rabah Rahil, CMO, Tie
Clifton Sellers, Founder of Legacy Builder
Kat Cole, CEO, AG1
Derek Brown, Co-Founder, American Spend
Michael Diesu, Co-Founder and CEO of Tie
Kardashians $10B CPG Portfolio
Kardashian-Jenner CPG Stack Nears $10B Across Apparel, Beauty, Snacks, Spirits & Supplements. Finance operator Drew Fallon argues the sisters may run the most powerful celebrity CPG portfolio in the world right now, with the combined enterprise values of their brands marching toward $10B. The thread stacks Kim’s shapewear giant and PE fund, Kylie’s beauty and Target drink play, Kendall’s spirits and calm bev, Khloé’s snack raise, and Kourtney’s supplement sales, less one brand, more a family holding company for consumer goods.
The Rundown
Kim: SKIMS last valued at ~$5B; SKYY, her private equity fund, raised $121M.
Khloé: Khloud snack brand with $27M raised.
Kylie: Kylie Cosmetics last valued at ~$1.2B; k2o hydration just landed in Target.
Kendall: 818 Spirits backed by Sazerac; TRIP calming beverage last valued at ~$300M.
Kourtney: Lemme supplements, Forbes most recently put sales past $200M.
The point isn’t one unicorn; it’s portfolio density across apparel, beauty, beverage, snack, and wellness, all riding the same attention engine.
For DTC operators: celebrity CPG that works still looks like real P&L brands (distribution, repeat, category ownership), not a one-off merch drop with a famous face.
Fame used to sell a product. This family sells categories. If Fallon’s stack is even directionally right, the Kardashian-Jenner machine is less influencer marketing and more a multi-vertical CPG conglomerate with built-in media. The brands that copy the wrong lesson will hire a celeb. The ones that copy the right one will own a lane, a channel, and a repeat purchase loop.
Top Stories: Toys R Us Returns, Mbappe Leaves Nike, How to Master AI, Shift in Advertising?
Toys R Us is opening 120 standalone U.S. stores in time for the holidays, its largest expansion in nearly a decade, taking the brand from ~40 to ~160 standalone doors with partner Go! Retail Group. Retail Group. The fuel isn’t only kids: adults now drive the majority of toy purchases, and U.S. toy sales just posted their strongest first half in years.
Kylian Mbappé has ended a ~20-year Nike relationship and signed with Swiss performance brand On as the face of its first football boot push. On also named Thierry Henry Director of Football. Retail boots targeted for 2027.
Two X posts, same week energy: Raindrop CEO Jacques Spitzer says the bigger shift than AI is fragmentation; one message blasted everywhere is over. Copywriter Jay Yang posts a sandwich board that just says “sandwiches.” Different tones, same punchline: clarity and entertainment beat slogans and unskippable reach.
TJ Bongiorno’s “Party’s over, boys…” is the points community reacting to Chase’s Hyatt devaluation on Sapphire Preferred / Ink Preferred: Ultimate Rewards to World of Hyatt drops from 1:1 to 4:3. Deadline for existing Preferred holders to transfer at the old rate: October 1, 2026. Sapphire Reserve keeps 1:1.
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Ecomm Cowboy is the go-to live show for ecommerce operators, breaking down the latest DTC, retail, and AI news while interviewing the founders and executives building today's fastest-growing brands.
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Made Possible By:
AppLovin - Find your next million customers.
Seguno - the Shopify-native marketing suite for brands that run it themselves.
Postscript - Make more money from every SMS message.
Outersignal- Know Your Customers. Grow Your Business.
Northbeam - Measure the “unmeasurable,” make your marketing profitable.
Rokt Aftersell - More profit from the orders you’re already getting.
Universal Ads - TV ads that deliver for performance marketers.
Richpanel - The AI helpdesk that saves you headaches (and money).
SATHI - Affiliate attribution beyond last-click commissions.
Slash - A better business banking platform.
Trendtrack - Track competitors' winning marketing strategies daily.
Tie - The internet’s #1 shopper ID platform.
Proppel - The best recruitment agency for ecom brands and agencies.
See you on the stream,
Ecomm Cowboy Team