Sasha Rogelberg is a reporter and former editorial fellow on the news desk at Fortune, covering retail and the intersection of business and popular culture. Before becoming a journalist, Sasha graduated with a degree in psychology from Bryn Mawr College and was a research assistant at the University of Pennsylvania studying nicotine addiction and tobacco product marketing. If you have a tip, you can reach Sasha on Signal: @sashrogel13.
RetailSweetgreen beats ‘sad desk salad’ vibes to soar above fast-food competitors. It can thank fancy foods, high prices—and robots
By Sasha RogelbergMay 13, 2024
SuccessMeet the 81-year-old CEO who built a $10.4 billion luxury cruise line tailored just for baby boomers: ‘They’re the richest group we have around’
By Sasha RogelbergMay 12, 2024
LifestyleEven after cramming its video game with Walmart ads and billboards, Roblox struggles to tap into the wallets of extremely online Gen Alpha
By Sasha RogelbergMay 9, 2024
RetailPanera is ditching its Charged Lemonade after 2 customers died—but Gen Z is still thirsting for dangerous snacks and drinks
By Sasha RogelbergMay 8, 2024
SuccessBoeing changes its tune on whistleblowers after retaliation allegations and deaths, says it will ‘celebrate’ latest employee who spoke out
By Sasha RogelbergMay 7, 2024
RetailTarget treks off the beaten path amid sales slump—by selling its own-brand products at other retailers
By Sasha RogelbergMay 6, 2024
RetailE-commerce is witnessing the Amazon-ification of Shein, as the fast-fashion behemoth woos skincare and toy brands
By Sasha RogelbergMay 5, 2024
RetailPeloton, the fallen fitness unicorn, faces a harsh truth despite its shiny new deal with Hyatt hotels: ‘I don’t think they thought [about] what was going to happen post-pandemic’
By Sasha RogelbergMay 1, 2024
RetailCoca-Cola only sold 1% more drinks last quarter, but it raised prices 13%. Its CEO said it has ‘the right strategies’ for sustained success
By Sasha RogelbergApril 30, 2024
RetailThe hottest Gen Alpha obsession right now? Using parents’ money for online shopping, report finds
By Sasha RogelbergApril 30, 2024
LifestyleAfter MLB player grievances over see-through, sweat-drenched uniforms, Nike concedes to 2025 upgrades
By Sasha RogelbergApril 29, 2024
SuccessThe meteoric rise and stunning fall of Prime, Logan Paul’s energy drink that was once resold for almost $1,500 a can: ‘A brand cannot live on hype alone’
By Sasha RogelbergApril 27, 2024
FinanceHertz is done gambling with EVs: It took a first-quarter $195 million hit on Teslas that just keep losing value and can’t sell them fast enough
By Sasha RogelbergApril 25, 2024
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