Dive Brief:
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In its first-ever wholesale partnership with a brick-and-mortar national chain, Inkbox temporary tattoos are coming to Walmart stores, the Canadian-based DTC brand announced in a press release.
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The exclusive Inkbox collection with Walmart will be sold on the retailer’s website and in 1,500 stores, or about 30% of the chain’s more than 4,700 doors nationwide.
- The collection precedes a fall expansion of the in-store Inkbox collaboration that will feature stand-alone displays and dedicated customer experiences in the beauty aisle of those select Walmart locations.
Dive Insight:
Inkbox’s exclusive Walmart collection consists of packages containing two tattoo designs per pack. The semi-permanent designs are made with the brand’s patented For Now Ink and provide an authentic look that lasts one to two weeks.
“Walmart is committed to expanding its assortment and bringing in new brands that will excite our customers,” Creighton Kiper, vice president of beauty at Walmart U.S., said in a statement. “We are thrilled to welcome Inkbox and believe our customers will love this new way to express themselves.”
Created with $10,000 in 2015 by brothers Tyler and Braden Handley, Inkbox has grown to become an international seller of temporary tattoos, generating sales of about $30 million in 2021, according to an article by Foundr. Inkbox was acquired in 2022 for $65 million by pen-maker BIC.
For its part, Inkbox believes the partnership with Walmart is a way to expand its core base of consumers who want the look of an authentic tattoo without it being permanent.
“Temporary tattoos give consumers the opportunity to express themselves and their creativity with the authenticity and quality of a permanent tattoo, but without the commitment,” Inkbox President and co-founder, Braden Handley, said in a statement. “That has been our mission since day one and we’re excited to collaborate with Walmart on an exclusive collection for their customers. We hope this allows more individuals to celebrate their story and creativity in a new way.”
The Inkbox launch with Walmart represents a continuing trend of DTC brands seeking big-box brick-and-mortar retailers to carry their products. A handful of brands have recently entered into wholesale agreements with Walmart and Target as they sought a wider audience. Some of those deals included home care brand Grove Collaborative, skin care brand Loops and vitamin supplement company Care/of.
Inkbox has collaborated on exclusive designs with such contemporary artists as BTS, Post Malone, Keith Haring, and Rupi Kaur.
