The Honest Company Jumps On Amazon eCommerce Train

In eCommerce news, in an effort to move past its own website and further push its in-store retail presence, the Honest Company has made the leap to go the eCommerce route and sell its goods on Amazon.

With its inaugural launch in late June, the Jessica Alba–owned organic beauty and cosmetics retail company is seeking to boost its D2C presence through this strategic move to Amazon’s eCommerce arena. Currently, Honest Company sells its goods in 18,000 brick-and-mortar retail locations, which accounts for 40 percent of the company’s $300 million annual sales, and hopes to double that amount within the next two years.

The company is crediting its hiring of CEO Nick Vlahos and his strategic direction for the company’s progressive growth plans. Jessica Alba commented on this decision and shared its plans for how Vlahos will be an asset to the company.

“With our strategic shift from eCommerce to omnichannel brand under way, this is the perfect time to welcome Nick Vlahos as the new CEO of the Honest Company,” she said.

Through Vlahos’ experience in brand building, he is credited as the force behind growing the Burt’s Bees brand, and the Honest Company is hoping for a similar outcome.