Grove Collaborative Holdings (NYSE: GROV) is a sustainability-oriented consumer products company that sells natural and eco-friendly household, cleaning, and personal care products primarily through its own direct-to-consumer website and mobile application. Revenue is generated through transactional and subscription-oriented orders placed on the DTC platform, where Grove sells both its proprietary Grove Brands and third-party natural and mission-based CPG brands. The company completed a wind-down of its brick-and-mortar retail distribution strategy in 2025, having previously partnered with Target beginning in April 2021, and now maintains select relationships with ecommerce and digital channel partners. Grove operates two fulfillment centers dedicated to its DTC platform, achieving an average delivery time of approximately two days as of the 10-K filed March 5, 2026. Jeff Yurcisin serves as CEO and Tom Siragusa as CFO, per the FY2025 10-K. The company went public on June 16, 2022, through a merger with Virgin Group Acquisition Corp. II.

Revenue model

Transactional and subscription-based DTC sales through Grove's own website and mobile app, selling proprietary Grove Brands alongside curated third-party natural CPG brands. A key operating metric is DTC Net Revenue Per Order, which saw slight improvement in FY2025 versus FY2024, attributed to improved promotional strategies and a shift toward higher-priced items.

Products and services

Grove Brands proprietary products in cleaning, hand, dish, and related household categories. The DTC platform also carries third-party natural and mission-based CPG brands across multiple categories.

Customers and end markets

Direct-to-consumer end customers purchasing natural, sustainable household and personal care products online. Customer acquisition is conducted primarily through digital and online marketing channels.

Value-chain role

Vertically oriented: Grove develops proprietary branded products, sources through a diversified global supply chain, and fulfills orders directly to consumers via two owned fulfillment centers using national and regional parcel carriers.

Source: SEC 10-K, filed 2026-03-05

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