Entering the Gen Z market! Walmart announced a partnership with DTC brand Bubble

It is learned that in order to expand its business scope to a younger group (Generation Z), Walmart announced a collaboration with the DTC brand Bubble. Bubble is currently sold in 3,800 Walmart stores across the country and on its website.

It is reported that this cooperation is a strategic decision made by both Walmart and Bubble. By launching Bubble products, Walmart can expand its business scope to younger consumer groups. For Bubble, this retail partnership makes its products more acceptable to target customers.

According to Walmart's announcement, Bubble's skin care products (clay masks, toners and cleansers) are mainly aimed at young people. Thanks to the endorsement of skin care guru Hyram Yarbro, the brand has attracted widespread attention from teenagers since its launch in November.

Shai Eisenman, founder of Bubble, said: "It is a challenge for Bubble's products to be sold online because the young customers do not have their own credit cards and their parents do not trust brands. Selling Bubble on Walmart.com makes the product more inclusive and accessible, and accessibility is a key part of DTC brands seeking to work with traditional physical retailers."

Walmart has formed several DTC partnerships of its own, including with healthcare DTC startup Ro and feminine hygiene brand Lola, which sold more than 10 million products through the retailer in half a year.

In addition, more retailers are seeing the value of tapping into the Gen Z market. Nordstrom acquired minority stakes in Topshop, Topman, Miss Selfridge and HIIT this month, and Etsy recently completed its acquisition of clothing resale site Depop for $1.63 billion.

Editor ✎ Nicole/

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