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Buy Black Trend Sees Staying Power With Corporate America Buy-In

  • Black-owned brands say top retailers finally see their value
  • Once marginalized businesses are getting greater shelf space
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WATCH: Black-Owned brands say top retailers now see their value.Markets: The Close.” (Source: Bloomberg)

The Buy Black movement has shown surprising durability since its resurgence last year, opening long-closed doors in corporate America and fueling sales at many Black-owned businesses.

That’s been the experience of Janell Stephens. Although she has dealt with top U.S. retailers since 2012, a year after she founded Atlanta-based beauty brand Camille Rose, she says demand and support both picked up sharply in the past year. Stephens saw a more than 70% year-over-year increase in retailer sales in the 12 months through January 2021; some of the stores that carry her products started giving her coveted shelf space and featuring her in more circular ads, and on their social media channels.