To understand how some of the strongest brands are thriving with the omnichannel approach, Greylock general partner Mike Duboe hosted a wide-ranging discussion on Greymatter on what it takes to build the next generation of commerce companies with Color Capital co-founders Jaime Schmidt and Chris Cantino. The husband-wife team partner with companies creating the future of CPG, marketplaces, ecommerce, and media, and both bring a wealth of experience to the table. Schmidt is the founder of personal care brand Schmidt’s Naturals (which was acquired by Unilever in 2017), and is the author of Supermaker: Crafting Business on Your Own Terms, which evolved into a media company Schmidt and Cantino run together. In this conversation, Schmidt and Cantino share stories from the early days of Schmidt’s Naturals, which began at local farmer’s markets in Portland, (also known as “the original DTC,” sales channel, says Cantino); their views on bootstrapping versus raising outside capital; how to assess partnerships and potential M&A; and the growing importance of media and content in the ecommerce world. This episode is part of a series of conversations on commerce hosted by Mike Duboe.