Skip to content

Black-Owned Brands Get Lift as Big Retail Invests to Help Them Scale

Companies pledging to carry more Black-owned brands are finding entrepreneurs need investment, not just shelf space

Entrepreneur Megan Graham participated in Sephora’s accelerator program and will have a product sold at some of the retailer’s stores by the end of the year.  

Entrepreneur Megan Graham participated in Sephora’s accelerator program and will have a product sold at some of the retailer’s stores by the end of the year.  

Photographer: Tori Markel Photography LLC

Corporate pledges to direct more dollars to Black-owned businesses after the 2020 murder of George Floyd have resulted in a refreshed mix of products at big-name stores.

Macy’s Inc. says it has quintupled the number of products it sells from Black-owned brands since it signed the Fifteen Percent Pledge, which asks retailers to allocate 15% of their shelf space to such items. Sephora says it has more than doubled its offering of Black-owned labels since it made the same pledge. Target Corp. says it’s in a “strong position” to meet its goal of spending $2 billion with Black-owned businesses by 2025.