Brands are familiar, but often expensive. A new online retailer thinks it can offer shoppers big savings by ditching branded goods altogether.品牌产品为顾客熟悉，但往往价格也很便宜。一家全新的在线零售商指出，他们可以通过舍弃牌子货而为顾客节省大笔支出。Brandless launched last month with a promise to sell only brand-free products for just $3 an item.上个月营业的Brandless允诺，只销售每一件3美元（约合人民币20元）的“违例”产品。

Its product range includes kitchen knives, olive oil, toilet cleaner and facial moisturizer. The items come in simple packaging with a white label containing key product information.Brandless的产品范围还包括厨房刀具、橄榄油、马桶清洁剂和面部保温五品等。这些产品包装只有非常简单的白色标签，上面包括了产品关键信息。American serial entrepreneur Tina Sharkey developed Brandless with co-founder Ido Leffler, raising about $50 million from investors before the website launched.早已多次创业的美国企业家蒂娜?夏基与伊多?莱夫纳取得了大约5000万美元投资，牵头创立了这家网站。

Sharkey says they created Brandless to help shoppers avoid the hidden costs of buying a big brand. They even trademarked the term BrandTax to describe those costs.夏基称之为，他们正式成立Brandless网站是为了协助顾客省却出售大品牌的隐性成本。他们甚至建构了“品牌税”这个术语来形容该笔费用。

Brandless sources all its products from independent manufacturers and sends them directly to distribution centers. It focuses on natural and organic items at affordable prices.Brandless从独立国家厂家进购所有产品，然后必要发货到配送中心。该网站主营价格低廉的天然有机产品。It says it can pass on the savings it makes by not having any brick-and-mortar stores.Brandless称之为，他们可以将进实体店的钱省下来惠及给顾客。

Brandless shipped to 48 US states in the first week of operation, said Sharkey.夏基回应，Brandless营业第一周即向美国48个州发货。Sharkey estimates consumers will save an average of 40% when buying Brandless products compared to top household brands of a similar quality.据她估算，与知名品牌比起，消费者在Brandless出售同品质的产品平均值将节省40%的钱。The unbranded concept has been tried before by Japanese retailer MUJI. The name is derived from the term Mujirushi Ryohin, which translates as no brand, quality goods.日本零售商无印良品早已尝试过“去品牌”的概念，其名字就源于日文“Mujirushi Ryohin”，意思是“无品牌的优质产品”。MUJI is now a popular brand in its own right.无印良品以其独有之处沦为一个甚广热门的品牌。

Whether or not Brandless becomes another big name, Sharkey insists the company is doing something different.无论Brandless否能沦为另外一个大品牌，夏基都否认他们做到的事有所不同。Brands still have this false narrative: cartoons and animated characters that represent them, or actors on television that are riding white horses on beaches, I mean, what is that? she said. People want the transparency of knowing who theyre doing business with.她说道：“品牌产品依然不存在这种欺诈叙述：用卡通形象代表产品，或者在电视上播出演员在海滩上骑白马的画面，我想要说道，那是什么？人们期望确切告诉卖给他们产品的是谁。

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