- Dr. Squatch, a men’s natural soap brand and personal care brand, announced Thursday that it will enter Walmart aisles — similar to many of its DTC peers.
- Walmart customers will now have the ability to buy Dr. Squatch’s Shampoo Gripper, Shampoo Gripper and Conditioner, as well as bar soaps with Pine Tar, Fresh Falls and Wood Barrel Bourbon scents.
- The natural products section of over 1,600 Walmart stores will feature Dr. Squatch’s products.
Dive Insight
Many DTC brands are looking to scale up, and entering physical retail through industry giants Target and Walmart is the best way to increase sales and exposure to customers.
Target stores offer a wide range of DTC brands, including Harry’s men’s grooming brand, Grove Collaborative sustainable cleaning brand, and Native self-care brand. Walmart has teamed up digitally with brands such as Bubble, Lola, and Ro, a healthcare DTC startup.
Jack Haldrup, Dr. Squatch’s founder and CEO, stated that joining Walmart’s personal-care lineup would “elevate”, the company’s overall strategy after experiencing “immense growth” over recent years.
Haldrup stated in a statement that Walmart, the world’s largest retailer, is uniquely placed to assist us in our goals of continued growth as well as empowering men to live happier and healthier lives.
In 2013, Haldrup founded the natural men’s personal care company. The company’s natural men’s personal care business was founded by Haldrup in 2013. The company saw a fourfold increase in sales and revenue of about $100 million.
Big-box retailers can team up with DTC brands to offer trendy products and reach new, sometimes younger consumer demographics who might not normally shop with them.
Shawn Townzen (Vice President of Merchandising at Walmart Personal Care) stated in a statement that customers expressed a desire for natural products to help them care.
