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Bravo Sierra is following fellow personal care brands down a battle-tested path to wholesale retail: specifically to Target, in a 550 store and digital partnership.
The backstory: R&D for Bravo Sierra’s lineup starts and ends with US service member testers.
Until now, its durable and affordable personal care products were sold to military personnel via the Exchange, a government-operated chain found only on US military bases, and its DTC channel.
- The reason: Bravo Sierra “deliberately controll[ed] our distribution to demonstrate the value of our mission to our core armed forces patrons,” cofounder Justin Guilbert told Retail Brew.
- The results: Bravo Sierra doubled its presence across Exchange stores within six months of launching in 2019, and acquired ~100k customers through its website in one year.
Marching orders: Heading off base to Target will “support critical mass exposure,” Guilbert told us. It’ll also bring greater omnichannel flexibility. More cross-channel outlets = more ops to catch shoppers at popular purchase times.
Zoom out: Many big box retailers are courting DTC brands for offline partnerships—Target’s just doing it more aggressively. In the past week, Target added Three Ships (cruelty-free skincare), Golde (supplements), and a diffusion line from Hatch (maternity wear) to its shelves.