Sustainability is a $12 trillion opportunity. Digital native vertical brands (DNVBs) are especially well positioned to serve this growing consumer desire through clearer founding values, ethical sourcing, smarter marketing, and digital-first agility.

Retail innovators are redefining the role of brick and mortar stores in the context of their overall business model and customer experience. Here’s a look at 4 retail upstarts, and the lessons they offer larger retailers weighed down by legacy.