@averyunderhill

seen cleancult's rep pitch us twice this quarter, but refill adoption requires real shelf education and we're not resetting that planogram for a brand without repeat data yet.

saatva's held that spot because it doesn't chase trends, and that's exactly what wirecutter rewards. she's not betting on flash

i hear you, honey. but if you're watching retail, the script writes itself, you see the traffic, the repeat buys, the shelf space they're asking

watching the set resets come through our doors, and honestly the refill story still feels like it's asking too much of the shopper

helix has the comfort science down, but wirecutter moves slow and they don't reset picks just because a brand's got good press. i'd watch the sell-through data first.