Ryan Lupberger, co-founder and CEO of Cleancult, is determined to make his cleaning products available everywhere. In March 2021, this goal took a step closer to reality when the brand rolled out its products in 3,000 Walmart Inc. stores. Cleancult sells nontoxic cleaning products, such as soap and laundry detergent, in a cardboard carton, which shoppers then transfer into a glass bottle. The brand has 15 patents on the machines it uses to create its cartons and its mission is to reduce plastic consumption.

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Lupberger explains that while other brands sell cleaning products in 1-ounce concentrated glass bottles or sell products in powder form, this appeals to eco-conscience shoppers, but many consumers are not ready for this step. He adds that while concentrated products are lighter, require less packaging and are more sustainable to ship than traditional products, it requires effort for customers at home to create the final product, which is a barrier. Although Cleancult customers need to purchase a glass bottle in addition to its cleaning products, Lupberger says this is not a barrier to purchase.

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Cleancult launched in 2019 with its direct-to-consumer website Cleancult.com, but Lupberger soon realized that digital marketing costs to acquire customers and shipping carriers raising their rates were the largest increases. Digital marketing costs increased roughly 50% from 2019 to 2021, Cleancut says. Plus, what once cost the brand $6-$7 to ship now costs it $17-$18. As a result, its sales shifted from 100% via its direct-to-consumer website, to 90% its own website in 2020, 70% in 2021, 65% in 2022 to likely 20% in 2023. Cleancult includes sales made on the Amazon marketplaces in its direct-to-consumer sales figures.

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In 2021, Cleancult debuted in a handful of regional grocers. In 2022, it expanded to Walgreens, CVS, and Bed Bath & Beyond, and this year is Cleancult’s Walmart debut. Cleancult also sells on the Walmart and Amazon.com Inc. marketplaces.

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Sources: https://www.digitalcommerce360.com/2023/04/11/why-not-going-direct-to-consumer-is-the-best-move-for-cleancult/