Dive Brief:
- Grove Collaborative is expanding its product assortment for the holidays with a limited edition collection, dubbed Sparks of Joy.
- The collection will be exclusively available at Target.com and Target locations, according to an announcement emailed to Retail Dive.
- Sparks of Joy features candles, multi-purpose spray bottles, scented hand and dish soap, cocktail straws and other products, per the release.
Dive Insight:
After entering physical retail for the first time at Target in April, Grove Collaborative is joining the list of retailers getting consumers in a festive mood.
But staying true to its core initiative, the entire Sparks of Joy collection is free of single-use plastic and 100% made with natural fragrances that draw inspiration from the holidays.
"We've seen an overwhelmingly positive consumer response with the Sparks of Joy products selling quickly on Grove.com, and we're pleased to offer the collection exclusively at Target stores nationwide and Target.com," Luana Bumachar, vice president of owned brands and innovation at Grove Collaborative, said via email. "The entire line isn't just festive — it's also planet-friendly with no single-use plastics and refillable glass dispensers which supports Grove's larger Beyond Plastic initiative to become 100% plastic free by 2025."
Retailers have been using various methods to bring about the holiday spirit. Macy's, for instance, reintroduced in-person Santa visits (albeit contactless). Meanwhile, J.C. Penney and Neiman Marcus have both launched marketing campaigns celebrating the season.
Like Grove, some retailers have launched holiday collections of their own. Furniture and décor retailer Arhaus released a holiday collection last month inspired by the landscapes of Aspen. Another furniture retailer, Crate & Barrel, teamed up with interior designer Leanne Ford for a fall and holiday collection.
Grove will promote Sparks of Joy with holiday end caps at Target locations.
The products from the Sparks of Joy collection aren't the first Target exclusives Grove has had. When it initially launched back in April, Grove released an exclusive new citron and white rose scent available at Target's website and stores.
