Grove Collaborative has acquired wellness brand 8Greens, known for its greens-based supplements, the retailers announced on March 11.
Grove, a digitally native retailer specializing in sustainable personal care and household products, will launch 8Greens supplements on its ecommerce site in April. The products will also remain available through Amazon, QVC, and the 8Greens website, the company said.
The deal expands Grove’s direct-to-consumer (DTC) wellness portfolio and footprint in the vitamins and supplements market, according to the retailer.
It’s also part of Grove’s multiyear turnaround strategy, which the company says is now in its final stages. This includes shifting away from brick-and-mortar retail to focus more on DTC and other growth strategies.
So far, the effort is showing signs of progress. After 10 consecutive quarters of revenue declines, Grove reported its first quarter-over-quarter revenue increase in Q4 2024. While revenue remains below year-ago levels, CEO Jeff Yurcisin said he expects year-over-year growth to return in late 2025.
Grove Collaborative ranks No. 259 in the Digital Commerce 360 Top 2000, an annual ranking of North America’s largest online retailers by web sales. There, Grove falls under the Specialty category. Digital Commerce 360 projects that Grove’s online sales in 2025 will reach $344.81 million.
Grove Collaborative web sales by year
Why Grove acquired 8Greens
With 8Greens, Grove is making a bigger move into the health and wellness market. The brand’s supplements — available as powders, tablets, gummies, and lollipops — will keep their existing formulas and taste following the acquisition, the companies said.
8Greens was founded in 2015 by Dawn Russell after a cancer diagnosis led her to overhaul her diet. The supplements contain eight essential greens: spinach, kale, aloe vera, wheatgrass, blue-green algae, barley grass, chlorella and spirulina. To develop the formulations, Russell partnered with Paula Trumbo, a nutrition scientist and former head of the Food and Drug Administration’s Nutrition Science Review Team.
Russell said Grove’s acquisition will help 8Greens reach more consumers while improving delivery speed and customer service.
“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,” she said in the acquisition announcement.
As part of the changeover, Russell will also join Grove as a consultant. She will focus on wellness education, brand integration, and future product development, according to the company.
Grove reports first revenue growth in nearly three years
Grove announced the 8Greens acquisition alongside its Q4 and full-year 2024 earnings.
For the quarter ended Dec. 31, 2024, Grove reported $49.5 million in revenue, up 2.5% from $48.3 million in Q3. This marked Grove’s first quarter-over-quarter revenue growth since Q1 2022, Yurcisin said.
“Throughout the quarter, we remained focused on driving profitability, strengthening our balance sheet, and accelerating revenue growth, all while supporting our customers’ environmental and human health goals,” Yurcisin said in the earnings announcement.
However, quarterly revenue was still down 17.4% from $59.9 million in Q4 2023. For the full year 2024, Grove reported $203.4 million in revenue, a 21.5% decline year-over-year.
Other key 2024 metrics for Grove:
- DTC orders: 717,000 total orders in Q4, up 1.3% quarter over quarter, but down 17% year over year.
- Active DTC customers: 688,000 in Q4, down 3.1% from Q3 and 25.2% year over year, due to lower ad spend, the company said.
- DTC net revenue per order: $66.94, down 0.1% from Q3, and flat year-over-year.
Grove shifts focus to DTC growth and third-party expansion
Grove expects Q1 2025 revenue to be the lowest of the year, due in part to its transition from its own homegrown ecommerce platform to Shopify. The shift is aimed at improving efficiency and unlocking new capabilities, Yurcisin said in the company’s March 11 earnings call.
“While the first quarter of 2025 is expected to be lower than the fourth quarter of 2024 due to seasonality, in addition to navigating the Shopify transition, we expect progression throughout the rest of the year,” Yurcisin said. “This will culminate in a return to year-over-year revenue growth by the fourth quarter of 2025.”
Overall, full-year revenue is projected to be flat to down mid-single digits year-over-year, interim chief financial officer Tom Siragusa said on the call. The forecast accounts for the current U.S. tariff environment affecting product sourcing from China, Mexico, and Canada, he said.
“Given the evolving nature of trade policies, we are actively monitoring the situation and working closely with our international partners to assess potential risks and opportunities,” Siragusa said. “Our priority is to ensure a stable supply chain while exploring strategic alternatives to mitigate any potential cost impacts.”
Grove’s other strategic acquisitions
To strengthen its market position, Grove said it continues to scale its DTC business, expand third-party products, and target strategic acquisitions.
The company said it plans to fully exit brick-and-mortar retail by mid-2025, pulling its Grove Co. brand from major chains like Target, CVS, and Walmart.
Grove is also expanding its sustainable home care category. On Feb. 11, the retailer announced its acquisition of Grab Green, an eco-friendly cleaning products brand that had been a top seller on its platform since 2019.
“Both Grab Green and 8Greens align with our values and commitment to sustainability, innovation and personal health and we’re excited to integrate these brands into the Grove family,” Yurcisin said. “We believe acquisitions can enhance our competitive positioning and drive long-term value creation for our shareholders.”
Leadership changes at Grove
During the earnings call, Yurcisin also announced recent executive departures, including chief financial officer Sergio Cervantes and chief technology officer and co-founder Chris Clark.
Siragusa will serve as interim chief financial officer while the company searches for a permanent finance leader, Yurcisin said.
With Shopify replacing Grove’s custom ecommerce infrastructure, the company does not plan to hire a new chief technology officer, he said.
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