Brands That Never Blink on Price

We track 154,000 products across 160 stores. The average brand has 32.5% of its catalog on sale at any moment.

But 25 brands sit at exactly 0%.

Not 2%. Not "rarely." Zero.

The Never-Discount Club

These aren't luxury conglomerates hiding behind prestige. They're DTC brands you've heard of:

• Ridge — 1,079 products. 0% on sale.
• Alo Yoga — 3,050 products. 0% on sale.
• Outdoor Voices — 762 products. 0% on sale.
• Gorjana — 820 products. 0% on sale.
• Cuyana — 813 products. 0% on sale.

No compare-at price. No strikethrough. No BOGO. Just the price.

The Contrast

Meanwhile, some brands exist in a permanent state of sale:

• Allbirds — 94.6% of products on sale
• Universal Standard — 95.8% on sale
• Twillory — 94.2% on sale

Allbirds has been running a near-permanent sale for months. The "sale" isn't an event. It's the price.

Ridge, on the other hand, prices like they mean it.

What This Tells You

Pricing discipline isn't about category or margin. It's about positioning.

Brands that never discount are making a statement: the price is the price. Take it or leave it.

Brands that always discount are making a different statement: full price is fiction. The "sale" is the real price.

Neither is wrong. But one is more honest.

The Question

If you're a consumer, which do you trust more?

The brand that shows you a strikethrough every day? Or the brand that quotes you a price and sticks to it?

The data doesn't answer that. But it does show the split.