Kris Jenner’s Cleaning Line Enters Walmart

Safely, a home care and cleaning brand co-founded by reality star and entrepreneur Kris Jenner and Good American CEO and co-founder Emma Grede, has rolled out to 1,700 Walmart stores nationwide in the brand’s second physical retail venture. The digital-native brand, which launched in March 2021, embarked on its first retail partnership last August with Bed Bath & Beyond.

The co-founders and Walmart announced the in-store and online launch of Safely products — which include clean dish soap, laundry detergent, surface cleaners and other products made from “plant-powered ingredients” — on social media with a video and dedicated posts including a #SafelyatWalmart hashtag. Walmart also directed Instagram users to its in-app shop where a slew of Safely products are listed.

Minneapolis-based marketing agency Insignia Systems designed dedicated, branded endcap displays merchandising the products in stores. The green and white endcap depicts an “Upgrade your clean routine” message alongside a list of product features including “no harsh chemicals,” “highly concentrated” and “amazing scents.”

The announcement of Safely’s retail expansion last week coincided with the release of the trailer for the Kardashian-Jenner family’s new TV series, “The Kardashians,” debuting April 14 on Hulu.