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Dive Brief:
- DTC refillable home care cleaning brand Blueland on Tuesday announced it will be available in all 515 Whole Foods stores nationwide, per a company release emailed to Retail Dive.
- The brand, which launched in 2019, is now selling five refillable hand soap products at Whole Foods.
- Blueland, which reached profitability last year in both net income and after EBITDA, said its goal as an environmentally focused company is to make sustainable choices available to all consumers. The brand reported sales in excess of $100 million over the past three years, per the company.
Dive Insight:
Blueland products available at Whole Foods include two different hand soap starter sets (perrine lemon and iris agave refills, each at $15.99), plus a classic hand soap refill, a perrine lemon refill, and a botanical refill, all priced at $6.99.
Blueland announced in early 2022 it raised $20 million in a funding round led by Prelude Growth Partners. At the time, the company said it planned to use the capital to grow the brand’s DTC and retail presence, expand further into the cleaning category and launch into new spaces.
In addition to its website, Blueland's products are offered in a growing number of third party retailers. The brand’s toilet bowl cleaner tablets launched nationwide in Costco last April. The company also launched hand soap, dish tablets, laundry tablets, and spray cleaners in all Meijer stores last March.
Blueland also has products in Target, Kroger, Erewhon, and The Container Store, where it offers most of its products including re-usable household cleaning spray bottles, refill tablets for hand soap, window cleaner, multi-purpose and bathroom cleaners, and dishwasher and laundry detergent tablets.
Currently, most of Blueland’s sales are coming via DTC, as the brand is relatively new, having launched in 2019 by founder and CEO Sarah Paiji Yoo. Paiji Yoo said she launched Blueland after the birth of her oldest son when she transitioned from breastfeeding to formula-feeding and discovered how many microplastics were in tap water and bottled water.
“After doing my own research following the discovery of microplastics in our water, my interest and passion for eliminating plastic waste grew exponentially,” said Paiji Yoo in an email. “I was determined to find a better solution to eliminate wasteful plastic packaging from household products without sacrificing efficacy.”
”With my entrepreneurial background, I decided I could have a much larger impact, beyond my personal consumption, if I could provide customers with more choices, leading to the creation of Blueland,” Paiji Yoo said.
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
