Retail / news
The Laundress Lands at Target in Its Biggest Retail Push Yet
Unilever-owned The Laundress is moving beyond direct-to-consumer with a 16-SKU collection at Target, rolling out to 600 stores this month and 1,000 by March 2027.
The high-end laundry care label's 16-SKU collection is now live on Target's website and app, with products arriving in 600 Target stores this month. The company plans to widen the footprint to 1,000 Target locations by March 2027.
The assortment includes an exclusive new scent developed specifically for Target, and fragrance is expected to be a central draw on shelves. Kathleen O'Brien, general manager of Unilever home care North America, said the brand is among the first laundry care names at Target to feature scent puffers.
The move marks the first time The Laundress has entered brick-and-mortar retail at scale, following years as a largely direct-to-consumer operation. Unilever acquired the brand in 2019, and it relaunched in 2023 after a product recall.
In recent years, sales have been split roughly 50/50 between The Laundress's own DTC site and its Amazon business. The brand has also had a smaller presence elsewhere, including The Container Store's website since 2016, and is known for premium items such as a $30 wool and cashmere shampoo.
Unilever has set a goal of doubling its business by 2030, and putting The Laundress into physical stores is described as a critical part of that effort. The brand attributes the timing of the retail push to a mix of factors converging at once.