Here's Who's Writing About Retail on Substack

May 03, 2025

As the lines blur between content and commerce, more retailers are turning to platforms like Substack to build stronger, more authentic connections with their customers. Rather than relying solely on traditional advertising or short-form social media posts, these brands are embracing long-form newsletters to tell their stories, share behind-the-scenes moments, and cultivate community around their products and values.

Here are some of the retailers and brands making their mark on Substack:

The Real Real – The Real Real

Your favorite fashion resource’s favorite fashion resource.

Tory Burch – What Should I Wear?

Tory Burch’s newsletter offers fashion advice, designer interviews, and podcast episodes. It reflects the brand’s signature mix of sophistication and accessibility, giving readers thoughtful ideas on how to style their wardrobes with purpose.

Rare Beauty – Rare Beauty Secrets

Selena Gomez’s beauty brand uses Substack as an extension of its mission to destigmatize mental health and uplift its community. Readers get an inside look at staff stories, mental health resources, and interviews that elevate the brand’s message far beyond makeup.

Saie – From the Saie Office

Clean beauty brand Saie blends personal reflections, interviews, and wellness content into their Substack newsletter. Founder Laney Crowell often shares thoughtful dispatches that reflect the brand’s core values around sustainability, self-care, and transparency.

Loftie – Little Book of Sleep

Loftie, a sleep tech company known for its minimalist alarm clocks, uses Substack to talk about wellness, mindfulness, and the science of better rest. Their content leans into education while keeping things light, quirky, and relatable.

Andy Bailen – All Things Retail

A Substack publication dedicated to exploring the multifaceted world of retail. It offers insights into retail trends, strategies, and innovations, aiming to provide valuable information for professionals and enthusiasts in the retail industry. The newsletter covers a range of topics, including consumer behavior, retail technology, and market analysis, with the goal of keeping readers informed about the latest developments in the retail sector.

Still Here – Still Here Stories

Denim label Still Here embraces narrative storytelling to support product launches. Instead of a typical email blast, their newsletter includes journal-style reflections and lifestyle content, fostering a deeper emotional connection with fans of the brand.

The Only Jane – Jane On Jeans

Fashion designer Jane Herman shares a personal curation of denim tips, style stories, and updates from her brand, The Only Jane. It's a blend of practical style guidance and musings on fashion and identity.

Meg Strachan – WIPOT(What I Put On Today)

Founder Meg Strachan shares thoughtful reflections and product storytelling through her jewelry brand’s Substack. With transparency and warmth, she talks about building a business, navigating growth, and celebrating everyday luxury.

Clare V. – La Vie De Clare V.

Clare Vivier uses Substack to connect directly with customers, sharing musings from her life as a designer and founder. It’s a more intimate experience than social media, allowing readers to hear her voice unfiltered and unpolished—in the best way.

20/Cent Retail – 20/Cent Retail

20/CENT Retail is for professionals in the retail sector. Articles are not only reported but also commented and analysed. This is why many people call me the retail influencer.

Ricardo Belmar – Retail Razor

I am a RETHINK Retail Top Retail Expert, a Top Retail Voices by NRF for 2025, and a Thinkers360 Top 10 Retail Thought Leader. I host the Retail Razor podcasts focusing on the intersection of retail media, AI, and the human connection.

Will deFries and Barret Dudley – Retail Therapy

Retail Therapy covers the ever-changing landscape of online trends, aesthetics, style, shopping, and (of course) shifting vibes.

Andrew Busby – Retail Therapy

A publication by Andrew Busby, a prominent UK-based retail industry expert, speaker, and writer. Launched in February 2023, the newsletter offers Busby's insights and analyses on the evolving retail landscape.

Laura Reilly – Magasin

A fashion shopping newsletter offering expert recommendations, styling tips, and access to subscriber-only sales. Laura Reilly, a former InStyle writer, curates content to help readers navigate the fashion world.

Ana Andjelic – The Sociology of Business

Examines consumer behavior and the evolution of brand strategy, focusing on shifts in consumer tastes and the modern aspiration economy.

Substack

is a powerful content tool because it allows brands and creators to build direct, meaningful relationships with their audiences through email—bypassing the noise and algorithm shifts of social media. It offers full ownership of subscriber lists, giving writers control over their community and communications. Monetization is simple and built-in, with tools to create paid newsletters, offer premium content, and generate revenue without relying on ads or sponsorships. The platform’s clean, minimalist design makes publishing effortless, supporting everything from long-form writing to multimedia. Substack also fosters engagement through comments, private posts, and community features like chats and recommendations. Most importantly, it excels at serving niche audiences, helping creators grow loyal followings around specific interests. With higher trust and engagement rates than most digital channels, Substack offers a compelling, low-friction way to publish, grow, and sustain a content-driven business.