Grove Collaborative, Disrupter in the ‘Clean’ Space, Launches at Target

Grove Collaborative has partnered with Target, marking its expansion into physical retail.

The direct-to-consumer company — which produces and sells “natural” household and personal care products at Grove.co — will offer a curated collection of its branded bestsellers at Target stores nationwide and target.com starting on April 18.

“Our company’s vision statement is that consumer products can be a positive force for human and environmental health,” Grove Collaborative’s cofounder and chief executive officer Stuart Landesberg told WWD on Monday. “When we think about what it means to manifest that vision of changing the category, it really is about expanding access as much as it is about innovation.”

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“We chose to partner with Target because they are second to none when it comes to leaning into sustainability, leaning into design — making sustainability approachable using design — and really partnering with us to educate,” he continued.

The company’s in-store displays will showcase its sustainability-minded ethos and efficacy of products, while unveiling a line of cleaning goods made with a new scent, ‘Citron & White Rose,’ available exclusively at the big-box retailer.

“It’ll allow us to take our mission to the next step,” Landesberg said of the partnership. “We will be able to leverage with the data that we get from our own customers and the reception that we get from Target [shoppers] to better understand the intersection between the folks who are interested in going really deep and the folks who are newer to this category, potentially, and discovering it for the first time on shelf.”

Grove Co. (which acquired wellness brands Sustain Natural and Sundaily, as well as opened beauty retailer Roven in Venice, Calif. — all in less than two years) has been growing, up 301 percent year-over-year in beauty and personal care as of October 2020, according to the company. Last year alone, the business generated more than $250 million in total revenue, a 5,000 percent growth since 2016, and has raised $125 million at a $1.32 billion valuation, as reported by WWD in December.

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