Retail / news
Gorilla Commerce expands from Amazon dominance to Walmart shelves
Gorilla Commerce, known for its Gorilla Grip bath mats, has launched in over 2,600 Walmart stores as it pushes to build a brand beyond Amazon.
The company, founded in 2014 with a single slip-resistant bath mat, has grown into a multi-category Amazon business with revenue in the "couple hundred million dollars range," according to CEO CJ Bilangino, who joined in 2022.
After selling through Walmart's third-party marketplace for two years, Gorilla Commerce introduced its Gorilla Grip bath mats to more than 2,600 Walmart locations in July. The move marks a key step in the company's ambition to prove it can thrive outside Amazon.
Bilangino said the company aims to create a repeatable playbook for moving from online marketplaces to physical retail, eventually expanding into more products and retailers. "We know we're good on the marketplace side, but we knew we wanted to have the opportunity to really reach new customers and in different ways," he said.
Gorilla Commerce now houses multiple brands under the tagline "home products designed and tested for real life." Bilangino attributes much of its Amazon success to responding quickly to customer feedback.