Jessica Alba’s Honest Co. To Sell Goods on

The Honest Company inks a deal to sell on Amazon
By John Kell.

Honest Company, a startup co-founded by actress Jessica Alba, will start to sell the company’s diapers, body wash, and other consumer-products goods on for the first time later this month.

The move to sell on Amazon is part of a broader push to expand the brand’s presence on in-store shelves as well. Honest, which first launched as a direct-to-consumer business, currently stocks goods in around 18,000 brick-and-mortar locations. Over the next two years, the startup hopes to double the amount of stores the Honest brand can be found in.

Nick Vlahos, CEO of Honest, told Fortune in an interview that when he looked at the white space opportunities for the brand to pursue growth, Amazon (AMZN, +0.79%) was a clear target as a partnership with the e-commerce giant would make the brand more relevant online where more consumer spending is gravitating. The union, he explained, is part of a “omnichannel strategy that we are driving aggressively.”

Read more at Fortune.

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