Target

“Well, I went to Target, and I bought stands, you know, for envelopes, and I ran around the store and put them at every cash register, and everybody thought somebody else approved it, so they kept them there for a while.”

“That order ended up being over a million dollars, and the forecast for the year ended up being over three million dollars.”

“Because it's already 750 stores nationally, and they have two dedicated aisles with 48 feet of candle space.”

“Well, I went to Target, and I bought stands, you know, for envelopes. And I ran around the store and put them at every cash register, and everybody thought somebody else approved it, so they kept them there for a while.”

“And Target took all six. And rolled it out into all Target stores from day one.”

“The dish soap that we did, which was the first ever inverted dispenser, so it comes out of the bottom.”

“Oh, they bought initially about 25,000.”

“And so Target gave us a 90 store test to basically prove ourself out.”

“That order ended up being over a million dollars, and the forecast for the year ended up being over three million dollars.”

“And rolled it out into all Target stores from day one.”

“Retail now is the majority of our business.”

“We were the first brand of baby food in pouches in Whole Foods and Target.”

“Happy is the biggest store, biggest brand in Target and Baby.”

“Target gave us a ninety-store test to basically prove ourself out.”

“Oh, they bought initially about 25,000.”

“Well, we didn't hit that target as it turns out.”

“And, like, the next day, he sent out emails to Target, to Disney, to all the major, like, Kroger, all the major Fortune, you know, companies in America, like, getting us a seat at the table.”

“We had like the number one selling lipstick for the first month of our launch with no marketing budget, and Target was like, whoa, we weren't expecting this of this brand, and so we grew very quickly.”

“So the thing about launching in a retailer is it's not their job to sell your product. It's your job to sell your product.”

“So we got this PO. It was 260,000 dollar PO.”

“So like people, particularly at Target, and I think it's because Target was mentioned on the show, and so people went to Target, and they just cleared the shelves, and so we struggled for a couple months just to keep up with it.”

“So he went down to the bank. He got a check on his home equity line. So he had to borrow the money and he showed back up to my office with a check for 260,000 bucks.”

“So we're now in A little over 16,000 retailers were in places like Kroger and Costco and Target and Walmart”

“It would be less. It's just not as good. I mean, it's just, is you know, Hyundai still has a radio. It's got wheels, tires, power windows, power, whatever, but it's not. And it's what your values are. There's somewhere in there. Either the rivets aren't stainl…”

“And we said, if they want to make an investment and take a, you know, minority position in Casper, and if they want to help us More importantly than the investment, if they want to help us commercially, and the investment will help catalyze that, then great. T…”

“Walmart wanted us in year seven, eight, you know, Trader Joe's wanted us in year two, Target wanted us when we were young, and we kind of said, oh, we're not ready for them yet.”

“It was 30,000 dollars.”

“I didn't get an order from Target directly, but Inova gave me a great order, and I made a great deal with Inova where they had to pay for the molds for the productions because we didn't have them.”

“What you get in essentials is traffic, and what you get in housewares is really, you might get an end cap, but the actual volume in sales is less.”

“I believe it was less than a hundred dollars, which was a deployable greenhouse that was bought at Target. Then it had some HEPA filters.”

“Ok, so we were the first brand of baby food and pouches in Whole Foods and Target.”

“And I'm, like, very proud to tell you that Happy is the biggest store, biggest brand in Target and Baby.”

“I think your products are now available in like 2000 stores in the U.S., Whole Foods and some Target stores as well and obviously online.”

“When we launched in Target, we took over 50% market share of the category at Target overnight.”

“So the thing about launching in a retailer is it's not their job to sell your product. It's your job to sell your product.”

“And we had like the number one selling lipstick For the first month of our launch with no marketing budget, and Target was like, whoa, we weren't expecting this of this brand, and so we grew very quickly.”

“We wanted to go with these open air refrigerators. And especially at night, the refrigeration or the air conditioning was turned off in the store, and the stores would get hotter, and the refrigerators just couldn't hold temp. So it, we ended up having to, ove…”

“It was the only retailer who would even give us a chance. I mean, we had talked to, I don't know, like a broker for Target, and they were like, ah, yeah, guys, we don't think this is the right fit for mom. And, like, any of these other big retailers, like, wou…”

“So for instance, we just ran our first promotion at Target and saw a 300% lift in sales.”

“We're we just launched on target.com, and we are onboarding right now with Walmart.”

“And those line reviews happen once a year in the spring, and you have to be ready with your product, everything done in like January. And if you are lucky enough to be invited to present at a line review, you have an opportunity to pitch your product. And then…”

“Well, I mean, so we launched, there was probably like mid-year that we launched in Supertarget. They came back four months later and expanded us into a thousand stores, a thousand more stores.”

“You have to remember, I mean, we were profitable early on. The problem with the business was we're always chasing growth in terms of the, we were growing so rapidly and the POs were getting bigger and bigger that even though our top line was really high, I mea…”

“No, we didn't. I mean. Luckily, we were in the channels that were still deemed, like, essential retailers, so Amazon was still online, Target was deemed essential retailers, so so we really didn't see much impact.”

“We couldn't control the stores, the 200 store test. And so I had no market concentration. We had zero brand awareness. We were so premature with the brand, we didn't really know what we were doing, so I saw the numbers every week, and I decided, we gotta take …”

“Because all the Target buyers, other groceries buyers, what are they doing? They're snooping around whole foods and major markets and the Columbus circle, whole foods and the San Francisco there.”

“My name is Cody Johnson, and I'm the founder of Grand Tongo, which is the great-smelling, powerful DEET alternative bug spray, which just launched in Target in 1180 stores.”

“I still think there's no more valuable real estate in America than an end cap. At a target.”

“The most saddest dramatic shift for razor has been the loss of Toys R Us. You know, not only is it a loss from the kids perspective of a fantasy place to go, but they actually always carried our entire line. And when we came out with something innovative, they…”

“We've actually never shared this publicly. I had to get permission from my co-founder, but we're launching in Target nationwide later this year. So in all of their stores”

“We do something no one else does, which is when we sell a product and Target sells the product, we're actually going to show Target as a buying option, just like we show BabyList as a buying option.”

“So we went back to Tanya, and we essentially Said, is there any way, anything that we can do to get an end cap, you know? And she said, do you have any other flavors that could be exclusive to Target? And we said, we literally just developed a peanut butter al…”

“So there we were sitting there with 40,000 pounds of rancid nuts and three days to produce, package, ship, but we had one mission.”

“And she said, do you have any supply chain issues? And I just looked her dead in the eye and said, nope. And meanwhile, we were still in the coop producing very, very small batches. And she said, okay then, well, I'm gonna bring all of your flavors in chain-wi…”

“You know, I think ignorance in some ways is bliss. I knew so little about the promotional dollars required to sit on the shelf of a Target or a Walmart or a Kroger, and yet we went after it, and I think if I knew that, oh my gosh, those promotional dollars wer…”

“So many companies have, you know, people just get all excited thinking, okay, this is validation. If I get into Target, if I get into Walmart, if I get into Whole Foods, That's validation that this is great, and they presume that being on their shelves is goin…”

“In what they call the trial and travel section, so we were able to put two or three different items there, the same item, different colors, and we had a bin, and that really was ended up being a game changer for us.”

“So when Elf first launched in Target, they were forecasted to do 60 dollars per linear foot per store per week. Out of the gate, we were at a hundred dollars per store per week.”

“Revlon launched a brand called Vital Radiance. Now you probably don't remember, ever heard of it. And L'Oreal launched a brand called Hip to compete with Mac. And the major premise of both those brands was we are going to sell more expensive cosmetics in the d…”

“One of my buyers told me a long time ago something that really stuck with me. Price is what you pay, and value is what you get. And as long as we're committed to continuing to offer our customer extreme value, she doesn't want us to be stuck to the one dollar …”