Loop Earplus on Wednesday revealed its entry into Target, marking the sound innovation company’s first partnership with the mass retailer.
The award-winning hearing protection earplugs brand from Antwerp launched in 2016 and was initially available in CVS in the U.S. and Saturn in Europe in 2018. Then the pandemic hit and the brand pivoted to a DTC model. Now the brand is expanding on its online sales model to being on shelves; the brand said it has sold more than 13 million earplugs to date.
Loop Earplugs said the expansion into Target will further its mission to bring “accessible, stylish noise control” to the mass market and “empower people to live life at their volume.”
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Thus far the brand has collaborated with major names such as Tomorrowland, which is also an official earplug partner, and Coachella. Earlier this year McLaren collaborated with Loop on a limited-edition collection and the brand was named the Formula 1 team’s first earplug partner.
While Loop earplugs were sold on the ground at major global music festivals, the partnership with Target is the brand’s first major physical retail presence. Loop said this will allow consumers to purchase the earplugs on demand.
Maarten Bodewes, cofounder of Loop, told WWD that “being carried on the shelves of Target, one of the leading U.S. retailers, was a goal from the very beginning. It’s incredibly rewarding to see Loop alongside other major wellness brands.”
As for why Target, Bodewes said the retailer was the ideal partner to expand into physical retail, as it announced earlier this year an expanded focus on wellness.
“We’ve built an amazing community online that really believes in what Loop Earplugs stands for, and we’ve been waiting for the right partner and time to continue into physical retail,” Bodewes continued. “Launching with Target is that moment. They understand how to bring innovative, design-led wellness brands to the mainstream, and together we’re creating the first real destination for hearing protection in stores.”
Loop Earplugs’ rollout into Target features its four bestselling earplugs, with its stylish and sleek designs and sound filtering for sleep, focus, events, travel and everyday life. The Loop Switch, Loop Dream, Loop Experience and Loop Quiet range from $24.99 to $59.99 and will be available in more than 600 stores nationwide on Sunday, in major markets such as Austin, Chicago, Los Angeles, Las Vegas, Miami and New York.
“Being a part of this wellness play means we get to make our products even more accessible to our current customers and get in front of a whole new community of future fans,” Bodewes said. “We put a lot of time into conceptualizing in-store displays and explaining the unique benefits of every model — whether it’s our Loop Experience to ensure hearing protection at concerts or Loop Dream to enjoy more restful sleep. Now, customers can discover Loops while shopping for their weekly essentials or stop in for a backup pair before attending an event.”
Looking ahead, Bodewes teased that over the next year the brand will unveil new products and partnerships, such as its first foray into fashion. He also shared that the company is dabbling into new product categories that will go beyond hearing. “It’s a very exciting time for Loop and this new partnership is just the beginning.”
