Every item on this website costs $ 3, but there’s a catch

All of the products are generics

If you’re going to shop on the website Brandless, you’ll have to multiply by $ 3.

The new e- commerce site started last week selling 115 different consumer products, from cleaning supplies to porcelain dishware, for $ 3 per item.

There’s also toothpaste, food, lotion, cotton balls, spatulas and notebooks, to name a few of the other items offered. The company said it plans to double the number of available items in the next few weeks.

There’s just one catch: All the products are generics. They are, as the name implies, brandless.

Brandless says adding name brands to products adds 40% to 370% markups. Executives call it the “brand tax.”

The site also says it reduces prices by taking out inefficiencies in the supply chain.

“The way we’ve eliminated the ‘ brand tax’ is by going directly to the manufacturer and shipping directly to consumers,” said Brandless’ chief merchant, Rachel Vegas.

The 35- worker business, run from both Minneapolis and San Francisco, was founded in 2014 and says it has raised $ 50 million to date.

With its $ 3 cost cap, Brandless is following in the footsteps of other retail concepts that highlight their prices in names, such as Five Below and the many dollar stores — Dollar Tree, Dollar General, Family Dollar, 99 Cents Only Stores and others.

Brandless says in addition to low price, its products will be GMO- free. Many of its offerings will be organic.

Health and beauty items aren’t tested on animals and exclude harmful chemicals such as polypropylene and phthalates.

Paper products are made of bamboo and sugarcane fiber and adhere to sustainable forestry practices.

“People see ‘ Brandless’ and think, ‘ Are you anti- brand?’ Absolutely not. We’re redefining what it means to be a brand,” Vegas said.

BRANDLESS Brandless sells packaged goods, including food, for 40% to 370% less than branded items.