Why Ulta’s “Slower” Marketplace Strategy Is Actually Moving Faster Than Competitors
Ulta Beauty’s “digital mezzanine” marketplace reached 150 brands through an invite-only strategy that prioritizes authenticity over speed. Discover how Ulta is already graduating successful marketplace sellers into brick-and-mortar stores through a strategic test-and-learn approach that protects brand integrity while exploring adjacent categories.

















Omni Talk® is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk® in 2017 and have quickly turned it into one of the fastest growing blogs in retail.