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Grove Collaborative
Consumer & E-commerce
Grove Collaborative is a publicly traded, direct-to-consumer company selling natural and sustainably packaged household, personal care, and cleaning products through a subscription-based online marketplace.
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Grove Collaborative was founded in 2012 by Stuart Landesberg, Sarah Wells Prince, and Ike Eisenhauer, building a direct-to-consumer online marketplace focused on natural, non-toxic, and environmentally sustainable household and personal care products, at a time of growing consumer interest in avoiding certain chemical ingredients commonly found in mainstream cleaning and personal care products, along with heightened environmental consciousness about plastic packaging waste from everyday household consumables such as cleaning supplies, paper products, and personal care items. The company's core business model combines a curated online marketplace featuring both third-party natural and sustainable product brands and Grove's own house brand products, delivered to customers through a recurring subscription-based shipment model that lets customers set up regular automatic deliveries of household staples they use routinely, such as dish soap, laundry detergent, and paper towels, reducing the friction of needing to remember to reorder these items manually while building a more predictable, recurring revenue relationship with customers compared to one-off e-commerce purchases. Grove has particularly emphasized reducing single-use plastic packaging waste as a core part of its brand positioning, including offering refillable packaging options for many of its house brand products and setting public sustainability commitments regarding plastic reduction across its own product lines. The company went public via a SPAC merger in 2022, joining a wave of direct-to-consumer and subscription commerce companies that pursued public listings during that period, though Grove's stock, like several other consumer subscription companies that went public via SPAC, faced significant valuation pressure in public markets as investor enthusiasm for direct-to-consumer subscription commerce business models cooled considerably from the more optimistic assumptions prevalent when many of these companies initially raised private funding. Grove has continued to operate as a public company, competing with other natural and sustainable household product brands and retailers.
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