Canopy is headed to Target.
The brand best known for its humidifiers is rolling out at more than 1,300 Target doors nationwide, following a rollout to about 105 Sephora doors, the ones that highlight devices, last month. With this, Canopy is expected to exceed $25 million in sales this year and has experienced 100 percent year-over-year growth in recent months, according to the brand. In addition, these retail launches bring the brand’s store count from 130 doors to nearly 1,500.
At Target, the brand will launch its new four-in-one humidifier, $99, which will be available exclusively at the retailer in the baby aisle under health and safety. In addition, this new version has been costed down to align with the retailer’s target pricing — the brand’s original Bedside Humidifier retails for $150.
“We are rolling out in the baby new parent section with a refined version of our award-winning Bedside Humidifier that is focused on the nursery,” said Canopy cofounder and president Justin Seidenfeld of the new edition.
In addition, the brand will be rolling out an updated, improved version of its original Bedside Humidifier called Bedside Humidifier 2.0, $175, in October. “The biggest thing with version two is making it more and better, so more space, more features, white noise machines and improved performance and resolving feedback that we’ve had from customers,” said chief executive officer and cofounder Lucas Lappe.
The 2.0 device will also include a a red light and night light, a quieter fan and an aroma feature, a fan favorite of the original product.
At Sephora, Canopy launched with its Filtered Showerhead, $150; Handheld Filtered Showerhead, $150, and Portable Humidifier, $100. This marked Sephora’s first home device brand launch. Other stock keeping units including the Bedside Humidifier, $150; Aroma Pucks, $12, and Humidifier Filters, $28, are also available on sephora.com.
“It took years to get there,” Lappe said. “It took a lot of development work to get there, to give Sephora products that fit their shelf efficiently.…The framework for us to build products is we’re building these wellness appliances for a Sephora customer.”
These products that were developed with the Sephora shelf in mind were also created to combat the seasonality of bedside humidifiers, as users typically grab for them during cold and flu season.
“The last few months through the spring and summer, we’ve seen an incredible growth in sales velocity for both of those product lines,” Seidenfeld said. “They’ve become meaningful for Canopy in balancing out the seasonality [and] attracting new customers into the Canopy fold.”
Per the team, the goal for Canopy has been to find the balance between beauty and baby.
“We’ve been able to essentially position our brand to resonate with two different audiences,” Seidenfeld said. “There’s also a ton of overlap between the beauty consumer as well as the new parent demographic.”
