Brand names that initially ended up being popular online– like Allbirds shoes and Glossier appeal items– have actually captured the attention of previous AOL CEO Tim Armstrong.

On Thursday, Armstrong revealed he’s releasing a brand-new business to deal with these so-called “Instagram brand names” and to go all-in in the so-called direct-to-consumer retail market.

According to a CNBC report, Armstrong’s newest endeavor called “the dtx business”– which represents “direct to customer”– will assist “empower customers and business to develop direct relationships.”

Armstrong, who invested years at Google as an advertisement sales officer, states the dtx business will purchase other start-ups in the direct-to-consumer area and deal with brand names to promote their development. To date, dtx has actually currently bought a half lots business, consisting of health drink business Dirty Lemon, bra-maker Third Love, and manicure business OIive & June

Armstrong informed CNBC that likewise he wishes to release a trade convention of sorts which he visualizes to be a mix in between the Customer Electronic Devices Program in Las Vegas and the Coachella music celebration. This “celebration of the future” would display direct-to-consumer brand names (which are usually discovered just online) and bring them to life for customers to experience in-person, he discussed in the report.

The dtx business will be a shift for Armstrong, who has actually invested his 25- year profession in the digital media and marketing worlds.

Armstrong assisted develop Google’s advertisement organisation from a $700,000 a year operation to a loan making device that mints billions of dollars each quarter.

Find Out More: How Tim Armstrong, a hotshot Boston sales man, wowed Google’s creators, developed its multi-billion-dollar advertisement organisation from scratch, then ended up being AOL’s CEO

Armstrong ended up being the AOL CEO in March 2009 and stayed in the function through Verizon’s acquisition of the business in2015 When the telecoms giant likewise got Yahoo in 2017, he ended up being the CEO of Oath– Verizon’s media and marketing organisation. Armstrong left Oath in September2018

.