A new beauty brand had developed a breakthrough hair care innovation but faced a critical challenge—how to enter Walmart effectively and capture shopper attention in a crowded, competitive space. While the brand was new to Walmart, it was no stranger to retail – its founders had built and sold two successful brands previously.

Hatchery stepped in as a strategic growth partner, leveraging retail analytics to validate the product’s category potential and distinct value proposition. Hatchery secured alignment from both Walmart merchants and leadership to set up the brand as a Tier 1 launch.

The brand debuted with over 22,000 points of distribution and achieved multimillion-dollar sales in its first year. Its strong market performance earned expanded shelf space and near full-chain distribution in Year 2—catapulting it from a challenger brand to a national force.