Emerging brands see big-box retail as a key distribution goal, but launching in stores like Walmart or Target poses significant operational challenges. Many brands are now opting to prioritize sustainable growth over rapid expansion, particularly in light of economic factors. The preparation for such retail launches is extensive and includes enhancing production capacity and navigating complex supply chains. For instance, Jupiter, a scalp care brand, spent years readying itself for its recent entry into Target, highlighting careful brand development over fast-tracked retail exposure.
"We knew that the move to retail was going to add another layer of complexity to our overall business and supply chain," Goodhart said.
"We had the opportunity to launch at Target a few years ago and ultimately opted to stay focused on building brand awareness and building the core business instead."
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