In a move that will put its products in more than 5,000 brick-and-mortar stores, later this month Grove will launch its flagship home care brand, Grove Co., on Amazon and at select Walmart stores and on Walmart.com. Since 2021, Grove has been selling its plastic-free personal care brand Peach not Plastic and vegan skincare brand Superbloom on Amazon, where these items have racked up $1 million in sales.
An assortment of Grove’s gel and foaming hand soaps already has begun rolling out to more than 1,000 Walmart stores and the retailer’s ecommerce site, where select Peach not Plastic and Superbloom products also will be sold.
“Our vision has always been to change the industry to be more sustainable, and with retail being where consumers make 90% of their category purchases, expanding our retail presence is critical as we aim to grow our impact,” said Stuart Landesberg, Co-founder and CEO of Grove Collaborative in a statement. “We’re excited to bring SKUs that have previously only been available DTC to Walmart and Amazon. This assortment will be additive to what consumers can already find at Target, CVS and other retailers.”
In 2022 Grove expanded its retail presence with product launches at Kohl’s, Giant Eagle, Meijer, CVS, Harris Teeter and H-E-B and doubled its product assortment at Target.
Grove went public in 2022 after it was acquired by Virgin Group Acquisition Corp. II, a publicly traded special purpose acquisition company. In December 2022, Grove faced a New York Stock Exchange (NYSE) delisting threat if the company failed to boost its share price over $1 for 30 consecutive days during the following six months. At press time Grove’s stock was trading at $0.04.