Baby products company Frida is expanding into kids’ personal care
Baby products company Frida is expanding into the personal care market for children aged 6 to 11. The company aims to fill a gap in retail shelf space between baby and teen products, leveraging its existing brand loyalty.
Why it matters
This move demonstrates how successful niche brands are diversifying their portfolios to capture the 'tween' demographic as their original customer base ages.
Baby products company Frida is expanding into a line of personal care products for kids ages 6 to 11 that will be sold in Walmart and on Amazon , the company told CNBC exclusively.
CEO Chelsea Hirschhorn said the launch marks the next natural step for the company, which has seen its first customers age into new categories, and offers an opportunity to secure shelf space in a category that's largely untapped and unexplored.
"It really wasn't necessarily only that there was this opportunity created in the retail environment or in culture, but it was really the dearth of genuine, thoughtful innovation for this stage of parenthood that felt like a rinse and repeat of our playbook in mother care and baby care," Hirschhorn told CNBC.
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