D2C Brand Care/of To Roll Out Vitamin Collection At Target

Care/of will roll out a new vitamin collection in Target, according to a Wednesday (March 24) announcement, becoming one of the newest direct-to-consumer (D2C) brands to offer products through a retailer.

“We’re thrilled to collaborate with Target in bringing Care/of’s honest guidance to the vitamin aisle,” Care/of CEO and Co-Founder Craig Elbert said in the announcement. “In the past, navigating the vitamin aisle could often be confusing or intimidating. With the Care/of launch in Target, we’ve made it easier to find the vitamins that actually work for you.”

Care/of plans to introduce a new vitamin line at physical Target stores and on Target’s website on Sunday (March 28).

The new collection includes a multivitamin for women, a multivitamin for men and prenatal in addition to five “benefit-led” blends that include “Sleep, Immunity, Relaxation, Energy, and Focus.” Those lines were based on analysis gleaned from 6 million individuals who took Care/of’s quiz during the last four years, according to the announcement.

Care/of, which was established in 2016 by Elbert and Akash Shah, makes vitamins, powders and supplements.

The news comes as Target is expanding its decade-and-a-half partnership with Apple to open 17 in-store shops. Moreover, Target is rolling out a digital destination for the tech company’s products.

“Apple products are popular with Target’s guests, and this new, dedicated shopping experience offers enhanced service and expanded offerings, building on our strength as a go-to destination for electronics,” Christina Hennington, executive vice president and chief growth officer at Target, said in a February press release.

The new shopping experience will initially roll out online and then will begin launching to 17 locations in 10 states. Newly designed mini-stores will have better displays and lighting for Apple merchandise. Also, Target will be tech consultants educated by Apple available to help out shoppers.

Separately, on the private label front, Target is introducing a grocery brand focused on snacking and indulging. The new Favorite Day private label will cover in excess of 700 products like bakery items and beverage mixers.