The Laundress enters Target, embarking on its largest retail expansion to date
After years as a predominantly direct-to-consumer brand, Unilever-owned The Laundress is entering Target stores with a fresh take on laundry care. Here's why The Laundress is finally launching into brick-and-mortar for the first time.
Unilever's The Laundress, once a direct-to-consumer brand, is expanding its presence in Target stores with a 16-SKU collection. The products are now available on Target’s website and app, with plans to roll out in 600 Target stores this month. The brand, renowned for luxury laundry care items such as a $30 wool and cashmere shampoo, has collaborated with Target to create an exclusive new scent.
This fragrance will serve as a prominent selling point in the stores, with "scent puffers" strategically placed to highlight the unique notes behind each product. Kathleen O'Brien, general manager of Unilever home care North America, revealed the plans to Modern Retail, emphasizing that The Laundress will set itself apart by offering "prestige fabric care formulated with the best ingredients."
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