The Laundress, the Unilever-owned premium laundry care brand that built its business direct-to-consumer, has entered Target — its largest retail expansion to date.

A 16-SKU collection is now live on Target's website and app. Products will reach 600 Target stores this month, with a planned expansion to 1,000 stores by March 2027.

The move marks a significant channel shift for a brand long associated with high-end laundry care — its wool and cashmere shampoo retails at $30. To support the Target launch, The Laundress developed an exclusive new scent, and fragrance will serve as a key selling point on the shop floor.

"We're one of the first laundry care brands at Target that will have scent puffers," Kathleen O'Brien, general manager of Unilever home care North America, told Modern Retail in a Zoom interview. In-store displays will include "clear articulations of the notes behind each fragrance and each piece and [information to ensure] the guest knows that it is prestige fabric care that is formulated with the best ingredients."