Playground, an intimate wellness label based by singer Christina Aguilera, introduced on Wednesday that it had closed a $2 million funding spherical, led by Palm Tree Crew Holdings with participation from Amboy Road Ventures and Fourward Ventures. This marks the model’s first institutional elevate since its founding in 2023. The corporate noticed 700 p.c income development year-over-year.
The model, greatest identified for its lubricants and intimacy oils, is hoping the capital injection will help in product innovation in addition to help the enterprise’ launch into Goal, which it enters this month. Catherine Magee, the model’s co-founder and chief government, mentioned launching in Goal will allow the label’s aim of constructing sexual wellness extra accessible to ladies.
”We would like higher sexual wellness merchandise to be accessible to everybody, and that can’t occur at a luxurious or area of interest [retailer] degree,” mentioned Magee. “A majority of manufacturers on this class at Goal are legacy manufacturers.”
The model, which additionally counts Nordstrom, City Outfitters, Anthropologie and Revolve as retail companions, will likely be launching in 25 p.c of Goal’s bodily fleet of shops in addition to on-line.
Playground is amongst a lot of sexual wellness manufacturers that launched post-pandemic with the aim of re-energising a class that has primarily been targeted on male pleasure. Rivals Dame, Maude and Lelo have all snagged wholesale contracts with magnificence retailers Sephora and Ulta Magnificence as these corporations construct out their wellness choices. Moreover, specialty sexual wellness shops designed to inventory new-to-market labels have cropped up lately.
”Ladies have traditionally been underserved on this market,” mentioned Magee. “With the innovation hitting this phase, we wish folks to know that merchandise that swimsuit their wants can be found and so they shouldn’t be ashamed to place them of their cart.”
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Christina Aguilera is the co-founder and chief model advisor of Playground, a line that specialises in sexual wellness – an area that’s rising as the following frontier for movie star branding.
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