Dive Brief:
- Following a $35 million funding round, DTC kitchenware brand Caraway said Tuesday it is partnering with Target to sell cookware products at its stores, according to a press release emailed to Retail Dive.
- On Sunday, Caraway’s products became available at 350 of Target’s nearly 2,000 brick-and-mortar locations. The agreement builds on a previous deal to sell the cookware brand through Target’s website.
- In stores, Caraway is selling its cookware sets, fry pan and saute pan in cream and a limited-edition slate color exclusive to Target. All of its cookware, bakeware and the tea kettle are available on Target’s website in core colors.
Dive Insight:
Caraway’s entry into Target’s stores follows its $35 million funding round led by McCarthy Capital, which closed last month. The company said it planned to use the money to create new products, hire more employees, and invest in marketing and customer experience.
The Target partnership broadens Caraway’s footprint and provides it with a new way to reach customers.
“Target has always been a leader in the kitchen category and we are excited to bring our non-toxic and eco-friendly collection of cookware into their stores nationwide,” Caraway founder Jordan Nathan said in a statement.
For Target, the rollout of Caraway products in its stores builds on a history of adding DTC brands to its inventory. In June 2021, the retailer introduced products from Stojo, a sustainable home goods brand, including its bowl, box, cups and bottle. Earlier this month, the company further expanded its kitchen offerings by adding Tupperware products to its online and in-store assortment.
