Made In is a premium cookware brand that uses its supply chain as well as enhanced digital user experiences to differentiate itself against competitors.

The company recently updated their website with videos and additional navigation to showcase where they source their products.

In addition, they have made website tweaks that bring shoppers deeper into their website to learn more about their brand on a level beyond just the surface.

This is a common theme amongst the top DTC brands, where they are recognizing that consumers now are more likely to (re)purchase from brands in which they see true values/personalization in. This is something that will play as a good offensive strategy against other competitors with similar product offerings.