Melbourne-founded premium laundry brand MNML is continuing its US expansion apace, with a nationwide rollout in Target on the horizon.
Starting later this month, the brand will be available in more than 1000 stores in the US. It follows the launch of MNML products in Sprouts Farmers Market stores – spanning 24 states and 477 locations.
First launching with laundry capsules in 2024, MNML’s product range has grown to 15 SKUs across the laundry sector.
The business’s co-founder, Nicole Short, said the expansion is still “just the beginning”.
“From day one, our ambition was to reimagine laundry as more than a functional chore,” Short added.
“Expanding into the US with partners like Sprouts and Target validates that there is a global appetite for products that combine performance with purposeful fragrance.
“Surpassing 1000 stores is a significant milestone, but we see this as just the beginning.”
Describing its products, MNML said it was founded in response to “a shift toward minimalism – fewer ingredients, less excess, more intentional design”. Adding a focus on the “rise of functional fragrances”, using science to positively impact the mood of its customers.
