roses, limes and bottles

Target, Grove team up for exclusive launch

The sustainable cleaning products make their first foray into brick-and-mortar stores and includes a new spring scent developed just for Target stores.
Dan Ochwat
Executive Editor
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Grove Collaborative, a sustainable CPG cleaning brand, is launching an exclusive line of products at Target that includes a new scent just for the retailer.

The collection of cleaning concentrates, dish soap, hand soap, reusable glass dispensers and spray bottles will hit shelves and on dedicated merchandising inside Target stores on April 18. The collaboration marks the first entry into physical retail for Grove. The San Francisco-based company has focused primarily on directly selling to consumers.

The in-store displays include a Grove Co. endcap and a similar standalone in-line display sharing its sustainability message and product line.

a display endcap

The company takes sustainability to heart, aiming to be 100% plastic free by 2025 and having actually developed its own program called Beyond Plastic that looks to help other brands become plastic free. Grove teamed up with like-minded brands, sharing scorecards and ways to address the plastics problem.

Grove said 321 billion pounds of plastic packaging is created annually (or the weight of 800,000 Boeing 747s) and only 9% of plastic is recycled.

The products themselves are predominantly plant-based, too, such as the hand soap (97% plant-based), dish soap (98% plant-based) and dishwater detergent (91% plant-based). The products, where applicable in Target, will get a new scent exclusive to Target, a citron and white rose scent that is inspired by flowers blooming into spring, with uplifting citrus notes, the company said.

Being a digitally native brand Grove said it’s able to innovate faster than a traditional CPG brand and can leverage its consumer data from online to build out products that better meet their direct shoppers. The company told Store Brands it does not produce private label for retailers, however.