Grove Collaborative Announces 8Greens Acquisition

Rhea-AI Summary

Grove Collaborative (NYSE: GROV) has acquired 8Greens, a natural wellness company specializing in greens supplements in gummy and effervescent tablet formats. The acquisition strengthens Grove's position in the wellness category and expands its focus on environmental and human health.

8Greens, founded in 2015, is known for supplements containing eight essential greens: spinach, kale, aloe vera, wheatgrass, blue green algae, barley grass, chlorella, and spirulina. Their product line includes powders, tablets, gummies, and lollipops targeting various wellness areas such as metabolism, gut health, immunity, brain focus, and skin health.

The products will be available through Grove's marketplace starting April 2025, alongside existing platforms including 8Greens' site, Amazon, and QVC. Founder Dawn Russell will join Grove as a consultant to develop educational content and support product development.

Positive

• Expansion into high-growth wellness and supplements market
• Addition of established brand with existing customer base
• Strategic alignment with Grove's wellness category focus
• Multiple distribution channels including Amazon and QVC

Negative

• distribution to online channels only
• Geographic restriction to lower 48 United States
• Integration costs and operational challenges may impact short-term performance

Insights

Financial Analyst

Grove Collaborative's acquisition of 8Greens represents a strategic expansion into the high-margin wellness supplements category. This move allows Grove to diversify beyond household products while maintaining alignment with their sustainability ethos.

The transaction has several potential value drivers:

• Product portfolio expansion in the growing vitamins and supplements market
• Access to new distribution channels including QVC and Amazon
• Cross-selling opportunities to both customer bases
• Addition of higher-margin consumable products with repeat purchase patterns

While financial terms weren't disclosed, this appears to be a complementary acquisition rather than transformative one. For a company with Grove's market capitalization ($64M), even modest revenue contributions could meaningfully impact performance.

The structured integration approach (products available April 2025) suggests a measured transition. The retention of 8Greens' founder as a consultant rather than full employee indicates this is likely an asset purchase without significant operational integration complexity.

This acquisition follows the classic adjacent market expansion strategy - Grove maintains its sustainability positioning while extending into complementary wellness categories that appeal to their environmentally-conscious demographic. The transaction aligns with broader industry trends where companies are pursuing both environmental and personal health positioning to maximize consumer appeal.

Consumer Goods Strategist

Grove's acquisition of 8Greens demonstrates a sophisticated category expansion strategy typical of consumer goods companies seeking to increase wallet share within their existing customer base.

The wellness supplements market offers several strategic advantages for Grove:

• Higher purchase frequency than cleaning products
• Premium pricing potential
• Lower shipping costs per dollar of revenue
• Logical cross-selling opportunity (consumers interested in non-toxic home products often prioritize nutritional supplements)

8Greens' differentiated formulation approach addresses a genuine consumer pain point - the 90% of Americans who don't consume sufficient vegetables - creating authentic brand positioning around functional benefits. Their multi-format product strategy (tablets, gummies, powders) demonstrates flexibility in meeting different consumer preferences.

The strategic coherence between the brands is particularly noteworthy. Both companies emphasize conscientious consumption, with Grove focusing on environmental health and 8Greens on personal health. This acquisition elegantly bridges these two consumer priorities.

By maintaining 8Greens founder Dawn Russell as a consultant, Grove preserves brand authenticity while gaining expertise in wellness education - critical for building credibility in this category. The decision to maintain existing sales channels while adding Grove's platform demonstrates omnichannel sophistication that should maximize revenue potential while minimizing distribution disruption.

Acquisition Highlights Grove’s Leadership in the Wellness Category, Expanded Focus on Both Environmental and Human Health

SAN FRANCISCO--(BUSINESS WIRE)-- Grove Collaborative Holdings, Inc. (NYSE: GROV) (“Grove” or “the Company”), the world’s first plastic neutral retailer, a leading sustainable consumer products company, certified B Corporation, and Public Benefit Corporation, today announced it has completed the purchase of substantially all of the assets of 8Greens, an early natural wellness company and one of the first brands to create daily greens supplements in gummy and effervescent tablet formats. This acquisition provides a strong foothold for Grove to continue its expansion into wellness, support customers’ needs for quality supplements, and partner with a beloved brand to educate on human health.

Grove acquires 8Greens, an early natural wellness company and one of the first brands to create daily greens supplements in gummy and effervescent tablet formats. This transaction enhances Grove’s ability to provide customers with high-quality wellness solutions while aligning with its renewed emphasis on wellness as a category and human health as a strategic focus. (Photo: Business Wire)

“8Greens and its industry leadership in wellness — vitamins, minerals, and supplements — has helped to drive consumer adoption of greens products that are now present in daily routines, leading with science, education, and quality to improve health outcomes for its customers,” said Jeff Yurcisin, CEO of Grove Collaborative. “As a retailer, we at Grove are dedicated to being THE destination for conscientious consumers who want the best for themselves, their families, and the planet. This acquisition expands our owned brand product offering and helps us better educate the Grove customer to serve their needs.”

8Greens is well known for their supplements that help customers get a significant dose of eight essential greens packed with vital nutrients — spinach, kale, aloe vera, wheatgrass, blue green algae, barley grass, chlorella, and spirulina. Ninety percent of Americans don’t get their daily recommended amount of vegetables¹ — one cup per day — and 8Greens set out to make it easier for people to eat more greens. 8Greens’ mission and values are well aligned with Grove while complementing the retailer’s existing portfolio of vitamins, minerals, and supplements. 8Greens was founded in 2015 by Dawn Russell with her husband, Jamie Russell, after a cancer diagnosis led her to overhaul her diet. She credits the power of greens as a key part of her own health journey and recovery, inspiring her to partner with Dr. Paula Trumbo, nutrition scientist and former Nutrition Science Review Team lead at the Food & Drug Administration, to create supplement prototypes over the course of five years. Their supplement products come in powders, tablets, gummies, and lollipops that support a range of key wellness focus areas, including metabolism, gut health, immunity, brain focus, and skin health.

"I'm thrilled for 8Greens to join forces with Grove Collaborative, a company that shares our goal of helping busy, hard-working people and families get health and wellness education and products from one trusted destination," said Dawn Russell, founder of 8Greens. "With millions of 8Greens supplements as part of people’s daily routines since 2015, this acquisition by Grove allows us to expand our platform to even more families. We’re excited for Grove to provide the same products, same formulas, and same taste through better, faster delivery and customer service to help Americans be healthier.”

“At 8Greens, we’ve always been committed to creating science-backed, nutrient-rich solutions that help people easily incorporate essential greens into their daily lives," said Dr. Paula Trumbo, Nutrition Scientist at 8Greens. "Being part of Grove Collaborative strengthens 8Greens’ ability to educate consumers on the critical connection between nutrition and overall wellness, ensuring more people have access to high-quality supplements that support their health in a meaningful way.”

Dawn Russell will always be the 8 Greens Founder, but will now join Grove as a consultant, where she’ll work across teams to help develop educational content focused on wellness and human health while also supporting integration and ongoing product development. 8 Greens products will be sold online through Grove Collaborative’s marketplace starting in April 2025 in addition to existing platforms including the 8Greens site, Amazon, and QVC. The products will be available online only in the lower 48 United States.

For more information, visit www.grove.co.

About Grove Collaborative

Grove Collaborative Holdings, Inc. (NYSE: GROV) is the one-stop online destination for everyday essentials that create a healthier home and planet. Explore thousands of thoughtfully vetted products for every room and everyone in your home, including household cleaning, personal care, health and wellness, laundry, clean beauty, kitchen, pantry, kids, baby, pet care, and beyond. Everything Grove sells meets a higher standard — from health to sustainability and performance — so you get a great value without compromising your values. As a B Corp and Public Benefit Corporation, Grove goes beyond selling products: every order is carbon neutral, supports plastic waste cleanup initiatives, and lets you see and track the positive impact of your choices. Shopping with purpose starts at Grove.com.

About 8Greens

8Greens is a leading health and wellness company that introduced the world's first effervescent tablet containing eight power-packed greens: blue green algae, organic aloe vera, barley grass, spinach, kale, spirulina, chlorella and wheatgrass. 8Greens was created to give consumers an easy way to secure a great-tasting green boost, every day. The company was founded in 2015 by Dawn Russell and James Russell and is based in New York City.

Forward-Looking Statements

This press release contains "forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements include, but are not limited to, statements regarding the availability of 8 Greens products online in April 2025 in addition to existing platforms including the 8Greens site, Amazon, and QVC. Any statements contained herein that are not statements of historical fact may be deemed to be forward-looking statements. The forward-looking statements contained in this press release are based on Grove’s current expectations and beliefs in light of the Company’s experience and perception of historical trends, current conditions and expected future developments and their potential effects on the Company as well as other factors believed to be appropriate under the circumstances. There can be no assurance that future developments affecting the Company will be those that have been anticipated. These forward-looking statements involve a number of risks, uncertainties (some of which are beyond the Company’s control) or other assumptions that may cause actual results or performance to be materially different from those expressed or implied by these forward-looking statements, including changes in business, market, financial, political and legal conditions; legal and regulatory matters and developments; risks relating to acquisitions, including integration difficulties; competition; the uncertain effects of the COVID-19 pandemic; risks relating to inflation and interest rates; effectiveness of the Company’s ecommerce platform and selling and marketing efforts; demand for Grove and 8 Greens products and other brands and those factors discussed in documents filed, or to be filed, with the U.S. Securities and Exchange Commission. Should one or more of these risks or uncertainties materialize, or should any assumptions prove incorrect, actual results may vary in material respects from those projected in these forward-looking statements. All forward-looking statements in this press release are made as of the date hereof, based on information available to Grove as of the date hereof, and Grove assumes no obligation to update any forward-looking statement, whether as a result of new information, future events or otherwise, except as may be required under applicable securities laws.

¹ https://www.cdc.gov/mmwr/volumes/71/wr/mm7101a1.htm

View source version on businesswire.com: https://www.businesswire.com/news/home/20250311178681/en/

Media Relations Contact

Ryan.Zimmerman@grove.co

Source: Grove Collaborative Holdings, Inc.

FAQ

When will 8Greens products be available on Grove Collaborative's marketplace?

8Greens products will be available on Grove's marketplace starting in April 2025.

What products are included in the 8Greens acquisition by GROV?

The acquisition includes 8Greens' supplement line of powders, tablets, gummies, and lollipops containing eight essential greens.

How will the 8Greens acquisition impact Grove Collaborative's wellness strategy?

The acquisition strengthens Grove's position in wellness, expands its owned brand offerings, and enhances its ability to provide customers with high-quality supplements.

What role will 8Greens founder Dawn Russell have at Grove Collaborative?

Dawn Russell will join Grove as a consultant, developing educational content on wellness and supporting integration and product development.