Target Adds Another Digital Native to the Shelf

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Target Adds Another Digital Native to the Shelf

By Cyndi Loza - 09/21/2018
Source: Native

Originally published by Shopper Marketing

Continuing its strategy of using digital native brands to refresh its in-store inventory, Target began exclusively stocking Procter & Gamble's Native deodorants this month.

Acquired by P&G last year, Native deodorants rolled out to target.com and the retailer's 1,830-plus stores on Sept. 17. According to the brand, Native's initial offering at launch will encompass its aluminum- and paraben-free deodorants for men and women in "Coconut & Vanilla," "Lavender & Rose," "Cucumber & Mint," "Eucalyptus & Mint" and Target-exclusive "Jasmine & Cedar" scents. Besides deodorants, Native also sells bar soap via nativecos.com. 

In some stores, the $11.99 deodorants are stocked on dedicated beauty department endcaps with a "New at Target" callout on the header; in other locations, account-specific shelf trays positioned on endcaps are outfitted with a framed "best of beauty naturals" sign. A Sept. 17 Facebook update from Native also touted the brand's launch at Target.

“When picking a retail partner, we were incredibly selective,” Native chief executive officer Moiz Ali said in a media release. “We wanted a partner that had experience with niche brands that had cult-like followings, but were also mindful of the customer experience and shared our commitment to making better-for-you personal care products accessible to all.” 

Ali told The Wall Street Journal his plan had always been to get on the shelves of a major retailer, but the move would have taken longer without P&G, which helped Native navigate negotiations with Target and provided a national supply chain.

Target typically partners with digital native brands to give them an in-store presence. In 2016, the mass merchant began exclusively stocking a selection of the most popular SKUs sold by shaving product subscription service Harry’s, Inc. (which has since expanded its presence to Walmart). The retailer has also teamed with Casper Sleep and Bark for similar partnerships. 

Adding specialty brands with exclusive products draws new types of shoppers to Target stores, Mark Tritton, the retailer’s chief merchandising officer, told The Wall Street Journal