New York – Wellness brand Care/of is teaming up with US retailer Target on a multivitamin range, allowing its products to reach new consumer groups.
The move marks Care/of’s first foray into the mass retail market, and marks its evolution from a direct-to-consumer (DTC) model. Available in Target stores and on its website, the new range includes multivitamins for women, men and prenatal care, as well as vitamin blends for sleep, immunity, relaxation, energy and focus.
Through this partnership, Care/of is making its products more accessible to a wider range of demographics, while Target is expanding its existing health and wellness offering. ‘In the past, navigating the vitamin aisle could often be confusing or intimidating,’ says Craig Elbert, Care/of CEO and co-founder. ‘With the Care/of launch in Target, we've made it easier to find the vitamins that actually work for you.’
As we identify in Storefront Salvation, many successful digital-first brands are moving from Clicks to Bricks and recognising the benefits of traditional modes of retail.