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Dive Brief:

  • Adding more retailers to its partner lineup, Grove Collaborative is distributing its cleaning products at select Kohl’s, Meijer and Giant Eagle stores, the brand announced on Thursday
  • Since entering physical retail for the first time at Target in 2021, Grove has more than doubled its available products in Target stores and on the retailer’s website, including reusable dishcloths, laundry detergent sheets and room spray concentrates.
  • Grove said it is partnering with retailers “who share a passion for sustainability.” Kohl’s has implemented policies around sustainable sourcing, waste and climate action more broadly. Meijer is working to reduce its food waste, carbon emissions and landfill waste, and Giant Eagle wants to remove single-use plastics from its operations by 2025, according to the announcement.

Dive Insight:

Grove Collaborative began selling its cleaning products and setting up informational displays within Target stores last year in April after raising $125 million in December 2020 to fuel its expansion. In addition to promoting environmental sustainability among its customers, the company said that it aims to be 100% plastic-free by 2025.

“Grove Co.’s substantial retail expansion is a testament to the evolving consumer products landscape, where consumers are demanding more sustainable options, and to the strong results we’ve had over the past year,” Stuart Landesberg, co-founder and CEO of Grove Collaborative, said in a statement.

Like many other direct-to-consumer brands, Grove Collaborative recently went public via a SPAC merger. The company merged with Virgin Group Acquisition Corp. II and began trading last month. But the company saw its Q1 revenue decline by 11% compared to 2021, and laid off 17% of its workforce that quarter in a bid to cut operating costs and strengthen the business. The brand also cut its long-term growth ambitions by nearly half, projecting to make $330 to $360 million in revenue by the end of 2024 instead of the previously expected $600 million.

Grove Collaborative has also worked to build out its leadership team this year. In February, the company brought former Burt’s Bees CEO John Replogle onto its board as chairman. Two months later, the company hired a former Unilever exec to become its CFO.



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