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Steph Curry Is Betting This New Grocery Store Concept Will Be A Slam Dunk

Brandless, an online generic grocery store startup that has gained the attention of NBA star Steph Curry, just closed $35M in Series B funding.

The online grocer carries non-brand name products that it sells direct-to-consumers, including everything from condiments to cleaning supplies, Fortune reports. Brandless aims to appeal to more socially conscious consumers by offering cheaper and more eco-friendly products.

The company sells more than 250 products, all of which are listed for $3 apiece. All food products are organic, and health and beauty products are not tested on animals.

Investors in the latest fundraiser include big name celebrities like Curry, author and philanthropist Jessica Seinfeld, Weight Watchers CEO Mindy Grossman and bareMinerals founder Leslie Blodgett, Fortune reports. 

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