Grove Collaborative Continues to Expand at Retail

After making its initial brick-and-mortar launch at Target in April 2021, digital-native sustainable cleaning brand Grove Collaborative has been aggressively pursuing more retail partnerships and secured distribution with additional retailers totaling more than 4,000 stores. Grove, which is committed to using no plastic by 2025, began offering a small selection of SKUs at Meijer, Kohl’s and Giant Eagle in July. At Meijer, the brand’s household cleaners, cleaning cloths, hand and dish soaps, and reusable glass spray bottles and soap dispensers are stocked on a dedicated endcap touting that they have “no harsh chemicals, 100% natural fragrances and no plastic waste.” The brand also doubled its SKU count at Target to 55, adding new scents along with reusable dish cloths, laundry detergent sheets and room spray concentrates. A brand showcase within Target.com spotlights the “new at Target” SKUs. “We are excited to bring Grove Co.’s plastic-free home essentials into more stores, and to introduce new consumers to the brand as we continue on our mission to transform the consumer products industry into a positive force for human and environmental good,” Stuart Landesberg, Grove Collaborative's chief executive officer, said in a media release. “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.” The brand announced its entrance into the drug channel in September, bringing eight SKUs to more than 2,000 CVS stores. These range from $15.29 glass spray bottles and soap dispensers to $5.29 liquid soap refills. Grove promoted the launch with a Sept. 27 post on Facebook, Twitter and Instagram. In October, Grove expanded to select H-E-B and Kroger’s Harris Teeter stores. “Our ability to grow the Grove Co. distribution footprint across the United States, and having our products now available in more than 4,000 stores, is an incredible achievement in making plastic-free products available to the large number of customers interested in reducing their environmental footprint,” Landesberg said in the release. Retailers have embraced Grove as aligning with their own sustainability initiatives. Meijer has committed to making all of the packaging for its private label products recyclable, reusable or compostable by 2025, and Giant Eagle is working to eliminate all single-use plastics from its operations by the same year. CVS has pledged to reduce plastic use by 50% by 2030.

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