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From DTC channels to retailers: Blueland raised $20 million and entered supermarkets

ConsumerGeniuses

ConsumerGeniuses

Blueland’s products are designed to reduce environmental impact by supplying refills for toilet bowl cleaners, mirror sprays, and body wash. As its focus on sustainability does not always line up with the goals of outside finance, it raised $20 million in February of last year and has been focused on financial independence. Blueland has been expanding into wholesale over the last year, and their body wash is now available at 250 Target stores. Blueland’s toilet bowl cleanser pills are now available at Costco, and the company has secured wholesale agreements with retailers such as The Container Store and Bed Bath & Beyond. For the first three years following its establishment, the company was devoted to its direct-to-consumer channel, which allowed it to perform user surveys and try out goods. But, the firm was always aware that wholesale retail would have a significant potential, as people prefer to buy cleaning goods in stores.

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