The MULO Dozen: July Brands in Review

Some things slow down over the summer, but this July the MULO ecosystem continues to heat up phygital enhancements, leadership changes, and creative new marketing approaches.

1. Hot dogs are not just for family BBQs this summer! Wienerschnitzel is making a bold new leap, with the hot dog chain announcing its expansion to the East Coast, aiming to solidify its brand recognition across the U.S. market. (INNOVATION)
2. We know Ulta as a leader in social platform strategies. Now, Ulta has taken its game plan a step further, bringing the niche to the spotlight. The retailer has teamed up with K-Beauty, offering a wide range of new exclusive Korean beauty products to bolster its position as a global go-to beauty destination (INNOVATION)
3. The hard war in hardware continues, with Home Depot acquiring GMS, a major building materials distributor, for $4.3B under its SRS subsidiary, as the industry powerhouse plays the long game, betting on future market expansion. (LEADERSHIP)
4. American Eagle flies into the tech sphere, partnering with Snapchat to fuel its back-to-school momentum via Snap Map and a new AR Try-on Haul Lens. Users on the app will be directed to nearby American Eagle locations, hoping the phygital campaign strengthens consumers’ desire for in-person shopping. (INNOVATION)
5. The tech wave doesn’t stop there. Wegmans has begun using Instacart’s smart shopping carts, allowing shoppers to scan items directly from their carts as they shop. (INNOVATION)
6. Love’s puts the flair on automation, installing new and improved kiosks across all of its Arby’s locations, part of an ongoing $1 billion investment in store modernization. (INNOVATION)
7. We know Sephora as a “brand with soul,” leaning into what makes beauty inclusive. The retailer is taking a step further, partnering with Lyft to provide shoppers with $20 ride credits for their next in-store beauty trip. (INNOVATION)
8. Krispy Kreme is sweetening its C-Suite, announcing Raphael Duviver as its new CFO and Alison Holder as the upcoming Chief Brand Officer. Duviver, with the company since 2019, and Holder, a 20-year veteran, both bring intensive experience, as the brand doubles down on its focus toward budget-conscious consumers. (LEADERSHIP)
9. The executive reshuffle continues, as Nike promotes 21-year veteran, Aaron Cain, CEO of Converse. Cain will spearhead the brand’s new move toward more athletic innovation and lifestyle. (LEADERSHIP)
10. Just Salad rolls out the red carpet with its first national TV ad debut, a bold new step as the chain evolves beyond its NYC roots. (CONSUMER VOICES)
11. As Airbnb and other short-term rental providers continue to gain traction, hotel chains have begun emphasizing their family-friendly services in an attempt to offset competition and build multigenerational loyalty. (CONSUMER VOICES)
12. Genesis calls it quits as the nursing home chain officially filed for bankruptcy, citing mounting personal injury litigation costs as a major factor behind its closure. (BUST)

Want to hear (at least) a dozen more innovations and trends in the MULO ecosystem? Please join us at Street Fight LIVE 2025 in LA on September 30th.