Bala is heading to Goal.
The health model, finest identified for its Bala Bangles, $55, a contemporary tackle the normal ’80s ankle weight, is coming into 1,382 doorways nationwide with its Bala Bangles in a single and two kilos, $55, Bala Bars, $59, and Bala Bands, $35.
“It’s been on our imaginative and prescient board since we launched the model. Goal, long-term, was all the time the plan,” mentioned Bala cofounder Natalie Holloway. “It’s a pure evolution for Bala to be in Goal particularly as we give attention to increasing to extra clients and increasing our product assortment.”
Whereas the model has an array of different merchandise together with the Bala Beam, $109, and The Play Mat, $99, the in-store assortment was strategic.
“Bala Bangles have been the runaway hero of our firm,” mentioned Bala cofounder Maximilian Kislevitz, making them a key inventory holding unit at Goal. “With the opposite merchandise within the assortment, they’re the fitting introductory enhances to the Bangles.”
Bala redesigned its packaging in 2021 to be extra eye-catching and act as an academic instrument, which the staff expects to drive in-store gross sales.
“We needed to make packaging that might frankly stand out on-shelf and embrace arguably our most defining attribute and differentiator in colour. All of the stuff that we make, from a packaging perspective, is a lighter hue of the product that’s inside it,” mentioned Kislevitz. “It has this sweet, toy-like high quality to it after which the packaging is as instructional as attainable. We’ve got a QR code that drives you to content material on our web site to show people the way to use the product.”
Whereas stay-at-home orders throughout the COVID-19 pandemic skyrocketed the model’s enterprise, the staff expects this retail launch to drive new buyer acquisition and model consciousness nationwide. In response to Holloway, the model’s presence is most notable in main cities, together with New York, Los Angeles, San Francisco and Austin.
“Being in the entire different places in america will actually assist our model presence, and I do suppose it’s going to be an enormous discovery platform for Bala,” she mentioned.
In response to the staff, Goal was a really perfect companion, because it has been profitable at highlighting different aspirational, direct-to-consumer manufacturers like Flamingo and Harry’s that Bala aligns with.
“Goal is clearly filled with aspirational, however attainable manufacturers, and I feel that’s actually the place Bala has all the time tried to play,” mentioned Kislevitz.
To have a good time the launch, Bala will introduce a brand new true-blue colour referred to as “ocean,” out there completely at Goal.
The Bala staff declined to share any particular gross sales figures relating to launch; nonetheless, WWD beforehand reported that the model jumped from $2 million in gross sales in 2018 to $16 million in gross sales in 2020. At WWD’s Wellness Discussion board in September 2022, the staff additionally shared it had amassed $50 million in gross sales over the past 4 years, on the time.