The Honest Company Expands Distribution With Walmart Deal

The Honest Company, the baby and beauty product brand founded by Jessica Alba, has expanded its distribution to Walmart.

Honest’s products are now available on Walmart’s website, and Honest plans to have its merchandise on the shelves of Walmart stores this fall, according to a Tuesday (July 19) press release.

“The widespread distribution at Walmart will allow The Honest Company to expand its accessibility to existing and new consumers, providing a convenient shopping experience with additional ways to shop Honest favorites online and in-store,” the release stated.

Founded by Alba in 2012, Honest has made a name for itself as a safe and socially conscious lifestyle brand.

“Our expansion to Walmart is the perfect example of our omnichannel retail strategy at work, enabling us to bring access to our products in stores and on the digital shelf to even more consumers every day,” said CEO Nick Vlahos in the release.

Honest announced earlier this year that it was forming partnerships with new retailers — and strengthening existing relationships — in an effort to combat declining sales.

Read more: Honest Co. Hopes Retail P’ships With Walmart, Ulta, GNC Will Reverse Sales Slump

That included the Walmart launch, as well as an expansion of Honest’s distribution of skin care products through beauty retailer Ulta.

Honest also said it was launching supplements and other personal care items online and in-store with GNC and expanding the Honest brand internationally with the help of Asian beauty distributor SuperOrdinary.

“In the face of significant macro headwinds, I’m pleased we are able to maintain our financial outlook for the year,” said Vlahos in May. “The first quarter of 2022 experienced challenging comparisons year over year as well as softness in the digital space as many consumers returned to in-store shopping in our product categories.”

See also: Weak Sales Forecast Sends Investors Fleeing From Honest Co

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