The secretive grocery store chain Trader Joe’s quietly launched a YouTube channel this past April featuring videos about products, recipes and podcasts. The channel serves as a marketing device as well as a vehicle to answer frequently asked questions. Communication will only go one way since the brand has turned off comments, likely because they don’t want you to ask too many questions about where it gets its amazing low-cost products (spoiler alert—your TJ’s pita chips? They’re made by Frito Lay.)

In a one-two punch, experiential retailer CAMP announced its new theme, “cooking CAMP,” followed by a new membership program. Though it is not the first retailer to offer membership perks, it may be on its way to cracking the code on marrying service (date-night dropoff, day-time activities for kids) with product (visitors can purchase toys in store or add them to their child’s individual wishlist). With a total overhaul every eight to 12 weeks and a larger-than-usual staff to support all of the new services, the thing to watch will be whether or not membership plus product revenue is enough to justify the buildout and staffing expense.

Singer and actress Rihanna will continue to build her Fenty brand by moving into luxury apparel with LVMH. It’s been over 30 years since Moët Hennessy Louis Vuitton (LVMH) group has established a new fashion house, and this one carries great significance: Rihanna (born Robyn Rihanna Fenty) will be the first woman to start an original brand for LVMH and the first woman of color to have a label under LVMH. Unlike other celebs who license out their names and faces, Rihanna will have partial ownership and creative control over her line, which could usher in a new standard for celebrity-owned brands.

Specialty maternity and postpartum brand Hatch closed a $5 million series A round—and it’s ready for the surge of millennial mom shoppers. Social media FOMO, the positive body image movement and the accessibility of luxury via online shopping has helped propel higher-end maternity fashion to the forefront. One trend to watch will be the decline in U.S. family size—the current average is 1.9 children per family, down from 2.5 during the white-picket-fence baby boomer years. Then again, with fewer children, there is presumably more disposable income to spend in each household on luxury maternity fashion.