Dive Brief:
DTC brand Grove Collaborative will venture into physical retail for the first time through a partnership with Target to make sustainable products more accessible.
Grove is launching an exclusive new citron and white rose scent along with its best-selling cleaning products at Target locations nationwide and Target.com starting Sunday, according to a press release emailed to Retail Dive.
Together with its merchandise, Grove will have in-store educational displays that aim to convince shoppers to transition to sustainable, plant-based products, per the release.
Dive Insight:
Months after closing a $125 million funding round, Grove is now focused on bringing its products where shoppers spend their time and money.