Grove Collaborative Enters Physical Retail via Target

In the coming days, Grove Collaborative products will begin appearing on physical store shelves for the first time. Top line Launched in 2016 as a Certified B Corp, Grove Collaborative is an ecommerce platform that sells sustainable personal care goods and household essentials made with natural ingredients, including third-party brands such as Mrs. Meyer's Clean Day (owned by S.C. Johnson) and Seventh Generation (owned by Unilever). Now, bestselling items from the company’s own line of cleaning products—which generally come in a concentrated formula that shoppers pour into reusable glass bottles and mix with water—will soon be available at Target stores nationwide, along with Target.com. Between the lines Grove Collaborative, valued at $1.32 billion, draws clear advantages from being online. Through its direct relationship with customers, the company has been able to gather data and use it to create new products or refine existing ones. “Expanding into retail was always something we considered, given that consumers make 90% of category purchases at retail,” said Stuart Landesberg, cofounder and CEO of Grove Collaborative. Beyond generating more sales, however, Grove Collaborative is also entering brick-and-mortar retail to raise brand awareness and educate shoppers on the harm plastic causes the planet via in-store displays and products placed on endcaps. While online shopping generates more headlines, it’s still very much in the minority. Last year, the surge in ecommerce amounted to $969.4 billion, which is less than 25% of total U.S. retail, according to estimates from the National Retail Federation. Bottom line In its pursuit of protecting the environment, Grove Collaborative is aiming to become 100% plastic-free by 2025. “People want to make more responsible choices,” said Landesberg, who noted only a small fraction of plastic thrown into recycling bins gets recycled. “More and more people are paying attention to their impact and want to be a part of the solution.” Evidence backs his claim. Last month, research from New York University’s Stern Center for Sustainable Business found sales of consumer goods labeled as sustainable grew throughout 2020, grabbing nearly another percentage point of market share away from their conventional counterparts. Household staples with sustainable claims now account for 16.8% of all in-store purchases—a percentage that amounts to more than $131 billion. Instacart Bags $265 Million in Consumers’ Love Affair With Online Grocery

CPG News

Grove Collaborative Enters Physical Retail With Target

The plan is to generate sales and awareness

Top line

Between the lines

Paul Hiebert

About

Subscriptions

Events

Publications

Top line

Between the lines

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Paul Hiebert