After building a 9-figure online business, KiwiCo is launching in Barnes & Noble and Target
Professor Kalyanam discusses the challenges that DTC brands face when they pivot into retail.
After primarily selling through its website for over 10 years, children’s education brand KiwiCo is finally launching in brick-and-mortar by entering Barnes & Noble and Target stores this month.
KiwiCo was founded in 2011 and has become known for its subscription toy plans that are known as “crates” and are geared toward kids up to the age of 14. A “Tinker Crate,” for example, teaches kids how to make a variety of simple science projects like a toy motorcycle. Now, the brand is entering about 450 Barnes & Noble stores and approximately 800 Target stores nationwide.
According to the company, the two retail launches will help the brand target different customer segments. At Barnes & Noble, KiwiCo will be targeting people looking to discover new products or find a unique gift. At Target, KiwiCo is hoping to attract families in time for back-to-school season and is partnering with a network of influencers affiliated with Target hauls.