The Flex Co. makes “sustinable period care” products—in stylish packaging. The brand is partnering with Walmart to grow the category. The Flex Co.’s kits are expanding into 4,000 Walmart stores nationwide.

The brand’s products are already in CVS, Target, Rite-Aid, Walgreens, and Kroger stores—but the partnership with Walmart gives over 95% of the U.S. population access to a Flex product within five miles of their home.

“We’ve developed a suite of innovative, award-winning period products that are comfortable, healthy, effective, and sustainable,” says Lauren Schulte Wang, Founder & CEO of The Flex Co.

“Our national expansion into Walmart underscores our mutual commitment to making our life-changing period products accessible to every American, bringing us one step closer to achieving our Company vision,” she adds. 

Market Growth Lies Ahead

According to The Flex Co., the sustainable period care segment representing less than 40% market penetration, the segment remains a huge opportunity for retailers seeking incremental growth through an expanded assortment of sustainable product offerings.

The Flex Co. maintains and grows share leadership by contributing 60% of the category’s year-over-year dollar growth.2

The brand debuted in 2016 and a direct-to-consumer brand—and was the sole emerging brand in sustainable period care in the U.S. It quickly launched nationally in CVS, followed by distribution across all Target stores.

“We work hard to destigmatize periods as a topic in workplaces, boardrooms, and social media,” says Wang. “We have paved the way for new sustainable period care startups to enter the space, and are now doubling down on education and awareness in order to continue to grow category awareness and bring new shoppers into retail channels.”

The Flex Co. was awarded national distribution at Walmart that includes four core SKUs: Flex Cup, Flex Disc, Flex Reusable Disc, and Flex Plant+ Disc.

The company has also expanded its product line at Target and CVS.