It’s been another week with far more retail news than there is time in the day. Below, we break down some things you may have missed during the week and what we’re still thinking about. 

From Tractor Supply expanding its footprint to the launch of Fanatics Studio, here’s our closeout for the week.

What you may have missed

Hilma Running winds down

Seven years after its founding, Hilma Running is shutting down, according to an email from founder and CEO Brooke Torres. The executive said in an email Sunday that the brand had “reached the end of the road” and sold through all of the inventory on its site, though limited inventory was still available at REI and Sierra.

“We ultimately hit an inventory issue unrelated to the overall demand for our product that we could not recover from,” Torres wrote. “We explored every possible path forward, but, compounded with a tightening venture capital environment (just 2.2% of capital in a recent year went to women-founded businesses) we were left with no choice but to shut things down.”

Hilma Running was on Retail Dive’s list of DTC brands to watch in 2023. The brand was known for its focus on women and multidimensional sizing. 

In a final sign-off for the brand, Torres thanked the community around Hilma Running. “I am deeply grateful for every ounce of trust and support with which you fueled our mission,” Torres said.

Bic shuts down Inkbox

Nearly four years after acquiring Inkbox, Bic is discontinuing the brand.

Bic, which bought the semi-permanent tattoo brand for $65 million, at the time said the acquisition would bolster its “human expression portfolio, which includes temporary tattoo markers BodyMark by BIC.”

Now, Bic is shutting down Inkbox, along with Rocketbook and Tattly, by the first quarter. 

“I want to thank all our team members at Rocketbook, Inkbox and Tattly for their hard work and dedication. It is however my responsibility to ensure that all our activities contribute to Group’s growth and profitability,” CEO Rob Versloot said in a statement. “Unfortunately, Rocketbook and our Skin Creative businesses did not deliver on their initial expectations, posting significant declines in net sales and profitability since their acquisitions. This decision reflects my determination to shift gears and build a strong foundation for the future of BIC.”

Retail therapy 

Liquid Death, E.l.f. Cosmetics team up for lip balm

E.l.f. Cosmetics and canned water brand Liquid Death have partnered for the release of “Lip Embalms,” their new limited-edition lip product. The balm is available in several Liquid Death-inspired flavors, such as from Severed Lime, and are packaged in mini replicas of the beverage brand’s cans, per a Monday press release.

The balms are available on E.l.f.’s website and through TikTok Shop. 

The companies previously collaborated on a makeup collection in 2024 that was packaged in a mini coffin. 

“This collaboration isn’t new, it is a continuation of what the people have been clamoring for at the intersection of our two brands- bold, bizarre and bonkers,” E.l.f. Beauty Chief Marketing Officer Kory Marchisotto said in a statement.

What we’re thinking about

100

That’s how many stores Tractor Supply plans to open this year. The rural retailer has been in expansion mode, and earlier this month celebrated the grand opening of its 2,400th location, in Aiken, South Carolina.

Tractor Supply is facing new competition as Amazon works on speeding delivery to 4,000 rural communities, and it’s not clear how well it will do in more suburban areas given the controversy around its diversity and environmental policies. The company is poised to continue its share gains, according to Wells Fargo analysts. But the retailer hasn’t been able to sustain its comp growth and sales have proven to be vulnerable to fluctuations in weather and inflation, they said.

What we’re watching

Fanatics gets into more than just hoodies  

Sports gear company Fanatics, in collaboration with OBB Media, launched Fanatics Studio, a venture that aims to be the “premier global studio for sports entertainment,” according to a Tuesday press release. It will produce feature films, documentaries, unscripted and scripted original programming, live events, digital series and more. 

Upcoming projects include producing the 2026 ESPY Awards, and partnering with WWE and MLB, among other collaborations