Natural & Organic

Thrive Market Adds Natural Cleaning Line

Apr 17, 2017
By Anna Wolfe
   

Private-label line includes dish soap, all-purpose cleaner

Online retailer Thrive Market has added household cleaning items to its private-label line.

"Household cleaning," says Jeremiah McElwee, vp of merchandising for Thrive Market, "is the most challenging categories." TGR spoke with McElwee for the February/March issue’s feature on natural cleaning, Down and Dirty. "It has taken so much iteration and consumer paneling to get it right," he says..

The Natural Home line of non-toxic cleaning supplies include dish soap, an all-purpose cleaner, glass and mirror cleaner and a toilet bowl cleaner. The line is "made with natural ingredients that actually work," said an April 17 email announcing the line's debut.

Los Angeles-based Thrive Market launched in November 2014 and has experienced fast growth ever since.

Founded by Nick Green, Gunnar Lovelace, Kate Mulling and Sasha Siddhartha, Thrive Market describes itself as “the first socially conscious online store” that offers more than 2,500 natural and organic products from 400 of the top brands -- at “wholesale” prices. Its mission is to make healthy living easy and affordable for everyone.

The online retailer is built around a membership model. Customers pay an annual fee, currently $60 per year, to buy organic food that’s shipped to their door. For every membership purchased, Thrive Market donates an annual membership to a low-income family.

In November 2015, the Calif.-based retailer debuted its private label line.

Thrive Market was featured in the February/March issue's Buyer's Corner.