The ongoing rise of D2C mattress brands, including Serta acquisition Tuft & Needle, is behind the shift in the 90-year-old brand's strategies.

As more retailers close their doors, Fila finds that "selling direct needs to become the main character in the story now."

"What we are seeing is the acceleration of the secular trend of online adoption in luxury -- an industry that is still very under-penetrated," says CEO.

Freshly CEO Michael Wystrach tells D2C FYI how consumers are changing, and what the merger with Nestle means.

"Especially this year, with all the hats she's wearing, we wanted a campaign that recognizes and appreciates Mom," says Zulily's Megan Marshall.