#USA #Menlo Park #Because #Bladder Protection #Wellness Brand

Introduction

Because, a digitally-native wellness brand focused on the needs of older adults, has recently made significant strides in accessibility for its innovative bladder protection products. In an exciting development, the brand has expanded its retail distribution to include major chains like Walgreens and Target, completing its national rollout across four key retailers alongside Walmart and CVS.

Meeting the Needs of Older Adults

The expansion is particularly impactful given that over 25 million Americans deal with incontinence. Traditionally, this market has been dominated by legacy brands, which often focus more on the product itself than on the customer experience. Because aims to change this narrative by bringing direct-to-consumer innovations into the retail space where an estimated 80% of older adults shop.

Alexi Suvacioglu, CEO and co-founder of Because, emphasized the motivation behind the expansion. He and his co-founder, Luca Gualco, started the brand after witnessing firsthand the challenges their own mothers faced in navigating the incontinence product category. Suvacioglu explained, "Our goal was to create a different experience — one that not only provided better products but also honored the dignity of our customers. Being on the shelves of Walgreens and Target means that when someone needs protection, it's readily available at a place they are already visiting."

Product Offerings and Features

At select Walgreens locations, customers will find three products from the Because line, including their popular Booster Pads and Overnight Underwear, available in various sizes. Target will feature a broader array of four products, enhancing customer choice and convenience.

The Booster Pads are particularly noteworthy, being the #1 selling product in their category on Amazon. They can add up to four cups of absorbency to existing incontinence underwear, while their Overnight Underwear can hold as much as six cups of liquid. All products have been crafted with comfort and discretion in mind, taking into account direct feedback from the brand's extensive customer base.

Backed by Strong Consumer Demand

Because's choice to enter traditional retail was heavily informed by consumer desire. With a repeat purchase rate of 80% from over one million customers, the brand has cultivated a loyal following since its inception in 2017. The direct-to-consumer model, which includes subscription services, provided Because with deep insights into consumer preferences and purchasing habits, which are now guiding their retail strategies.

Gualco remarked, "We’re not just chasing distribution; we’re responding to what our customers are asking for. The insights we've gathered from online interactions have clarified which products, sizes, and price points are most desirable for our retail partners. This is a competitive advantage that older legacy brands simply do not possess."

Conclusion

For older adults and their caregivers, the addition of Because products at well-known retail locations represents a significant shift in the bladder protection marketplace. As Because continues to grow, its commitment to innovative, customer-focused products remains steadfast. Consumers are encouraged to explore the full lineup and locate nearby retailers carrying Because products via the company’s website, becausemarket.com.

By prioritizing the individual needs of older adults and leveraging direct customer relationships, Because is redefining the standards for dignity and service in the wellness industry.