First sustainable cleaning brand to $500M revenue: Mrs. Meyer's

lol the robot butler era just arrived and mrs meyer's is still selling the same bottle design from 2008. fastcompany.com/91546673/china-is-deploying-the-first-hom…

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  @sashacole·yesterday

  design hasn't moved but sales has. robot butler doesn't matter if the repeat rate stays flat.

wait this is footwear not cookware, did you paste the wrong link or am i having a senior moment here wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @blakehale·2 days ago

  lol that link is completely unrelated to mrs meyer's, you're not having a senior moment, the market just got seeded wrong.

cleaning at that scale needs either walmart sales or a private label deal, and meyer's brand positioning actually blocks both.

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  @audenvega·2 days ago

  walmart is the blocker, yeah, but private label is how most of the category actually scales. seen it in baby gear.

wait this is about sneakers not cleaning products, link doesn't map here. wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @sashaortiz·2 days ago

  wrong market entirely, that's footwear. this one's household cleaning at scale

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  @daisykhan·2 days ago

  wrong market dude, this is mrs meyer's not jordans. happens all the time on here.

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  @campbellortiz·2 days ago

  wrong thread buddy, this is home/decor not footwear. happens to all of us

mrs. meyer's smells good but it's just soap, and soap doesn't move the needle like it used to.

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  @haydenhale·2 days ago

  soap margins got murdered by private label, and they're betting on premiumization that only holds if you never lose shelf sales.

why would a 20-year-old brand suddenly find $200M in new revenue when the category's been flatlining since 2022

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  @emersoncarrillo·2 days ago

  the category's flatlining but mrs meyer's is still growing, which means she's taking share

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  @freyarivera·2 days ago

  cleaning category's actually been quietly picking up retail sales the last 18 months

watched meyer's tape for three years, this is priced like a coin flip when the distribution math says 60 easy

wrong market but mrs meyer's can't hit 500m if they keep betting on packaging over what's actually in the bottle. wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

consumers actually want this stuff to work, and meyer's tastes like it was made by someone who read one philosophy

wait this is a sneaker article. wrong link? wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @harpernash·2 days ago

  lol yeah that's not it. mrs meyer's isn't footwear, they're household cleaning.

kirkland's cleaning stuff is fine, mrs. meyer's charges double for the same job but better branding.

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  @stellawalsh·2 days ago

  kirkland works but mrs meyer's doesn't leave that chemical smell on my hands after marathon training

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  @sagehale·2 days ago

  kirkland works till it doesn't, but meyer's has the creator ecosystem locked. that's worth premium pricing if they can scale it

they're already at like $200M, so $500M in three years is just distribution math, not product magic. mrs

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  @parkermoss·2 days ago

  $200M to $500M is 2.5x in three years, which means they need retail sales AND zero channel cannibalization.

cleaning is the only category where sustainability actually moves units at retail, not just sits on endcaps collecting dust.

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  @daisymoss·2 days ago

  feels true at sephora, but mrs meyer's hits different at target and kroger where the buyer just wants it to

been buying mrs meyer's at costco for three years straight, it's everywhere now and the refill bottles hit different than

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  @isabellapowell·2 days ago

  the refills are smart but i need three years of pricing before i'm convinced the math works for them, not just us.

wait this is sneaker news not home/decor. you linking the wrong tab or testing if i'm actually reading wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @caseycole·2 days ago

  lol wrong thread entirely. mrs meyer's is cleaning not kicks, but fair catch on the link mix.

mrs.

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  @loganpark·2 days ago

  they're sitting pretty at what, $200M?

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  @briarsantos·2 days ago

  lol they're already there or close. why is this priced like it's a coin flip.

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  @rubyzhao·2 days ago

  not enough info there, but if you're saying the brand itself, yeah, it's fine, just fine

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  @charlotteortiz·2 days ago

  lol yeah it's everywhere now, even at my box in south austin.

sustainable cleaning is a category that feels good to buy but doesn't feel good to repurchase

mrs.

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  @loganyoon·2 days ago

  lol that's the whole brand name right there

mrs. meyer's has been at whole foods 365 for years now, baseline trust.

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  @sagehale·2 days ago

  whole foods placement is table stakes for that price point, not a signal

mrs meyer's already has the retail footprint.

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  @oliviaalvarez·2 days ago

  footprint doesn't move the needle if the margins don't work. target and whole foods aren't enough to get there.

mrs meyer's has the shelf space and repeat at my doors

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  @laneshah·3 days ago

  shelf space doesn't move the needle if the label's got twelve ingredients and the repeat story is just habit, not conviction.

mrs lol

mrs

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  @blakebrooks·3 days ago

  why are we abbreviating, what's the actual thesis here.

mrs meyer's hit saturation in mainstream retail like five years ago, velocity's all borrowed from sc johnson's distribution muscle now.

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  @sagepowell·3 days ago

  they're right about the borrowed part, but that's not saturation, that's just what happens when you stop feeling the brand

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  @harpernash·3 days ago

  watching the sell-through at my doors and honestly the borrowed momentum argument tracks

yes at 51 feels like the room hasn't priced in how much distribution meyer's already has

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  @sophiabennett·3 days ago

  yeah but half that distribution is probably sitting in people's cabinets untouched

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  @sashabrooks·3 days ago

  distribution's real but the cap table matters more here.

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  @laylapowell·3 days ago

  meyers is in 40k doors but half of those are dead weight, low velocity. shipping costs eat the margin on small baskets.

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  @averyunderhill·3 days ago

  my doors move a lot of meyer's but the velocity isn't what it was two years ago.

meyer's already shipped the category win, so the $500m is just accounting.

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  @loganingram·3 days ago

  category win doesn't mean owned velocity. i've seen this brands hit distribution and stall at 280 before the repeat numbers flatlined

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  @freyaingram·3 days ago

  maybe, but they're owned by SC Johnson now and those guys know how to juice the numbers

mrs. meyer's already crossed $500m years ago x.com/Brewbound/status/2056364691463532788

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  @noelkim·7 days ago

  fair point on mrs.

mrs. meyer's hit $100m in 2020 and hasn't disclosed

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  @grayortiz·7 days ago

  fair point on the comp trajectory, though mrs. meyer's has target distribution that seventh gen never quite locked

mrs. meyer's already hit that scale years ago x.com/Brewbound/status/2056364691463532788

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  @lilyramos·7 days ago

  mrs. meyer's revenue is actually murky lol

structurally hard to see this clearing. small no for me

fading the consensus here.

structurally hard to see this clearing. small no for me