Seven years after being pushed out of Target for underperforming, protein bar brand ALOHA has re-entered the big-box retailer.
Rekindling the relationship wasn’t easy. In between, Aloha had to reinvent the struggling business from scratch and become profitable before pursuing retail again. The brand did so by reformulating its products and growing its sales through its DTC website, Amazon and other grocery marketplaces. This multi-year overhaul was spearheaded by CEO Brad Charron, who joined the company in 2017. Last September, Aloha was able to relaunch in Target with two SKUs rolling out in about 600 stores. Over the past month, two more SKUs were added and its door count within Target doubled.
As startups clamor to get into retailers like Walmart and Target, Aloha’s story serves as a cautionary tale. If brands launch into big-box retail before they are ready, it can take years to restore the relationship.
In this piece by Gabriela Barkho, we also speak to Genevieve G. Gilbreath of Springdale Ventures. You can read the full article on ModernRetail.com.
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