Observer
Grove Collaborative is a B Corp-certified platform for natural home essentials with a flexible monthly delivery model. JBC's program repositioned Grove from a third-party marketplace into a bona fide CPG innovator — anchored by IPO press, retail launches, and high-impact celebrity collaborations.
Editorial reach measured against a CPG repositioning program — IPO-window business press, retail-launch coverage, and celebrity collaboration moments that redefined the brand.
Media impressions in the first three months of partnership.
Press-supported public market debut anchored by Fast Company, CNBC, and Bloomberg.
National retail partnerships launched: Target, CVS, Walmart, Amazon.
How does a successful natural-home marketplace shift its core revenue from third-party sales to owned brands — with editorial that recasts the company as a CPG innovator?
Grove came to JBC in 2021 with a massively successful business and millions of customers — yet very little press awareness. The company needed to reposition as a portfolio of consumer brands, not just an online retailer, and time earned media to support its road to public markets.
That meant a coordinated press program across brand, business, and founder storytelling, anchored by IPO-window editorial, retail-partnership announcements, and celebrity collaborations.
An integrated press program that operated across brand, business, retail, and celebrity collaboration storytelling — each lane reinforcing Grove as a category-defining CPG innovator.
Brand, business, and founder storytelling tied to the road to public markets — anchored by Fast Company, CNBC, and Bloomberg coverage.
Coverage of Grove's retail partnerships with Target, CVS, Walmart, and Amazon — placed in Apartment Therapy, Retail Dive, and across consumer outlets that drive shelf attention.
High-impact celebrity collabs with Drew Barrymore, Jeremiah Brent, and Emma Roberts — driving extensive media coverage in Fortune, Vogue, and the Wall Street Journal.
Press that recast Grove from marketplace to portfolio of consumer brands — Grove Co. and its sub-brands placed across nearly every major lifestyle outlet.
Celebrity collaborations with Drew Barrymore, Jeremiah Brent, and Emma Roberts gave Grove cultural reach that paid CPG marketing rarely buys. The press program turned each collab into an editorial moment across business, lifestyle, and consumer outlets.
Coverage in Fortune, Vogue, the Wall Street Journal, and across nearly every major lifestyle outlet — establishing Grove Co. and its sub-brands as a portfolio worth covering.
Grove came to JBC with millions of customers and almost no press awareness. Within three months, JBC drove 1B+ impressions across business and lifestyle press — setting the editorial foundation for a public-market debut anchored by Fast Company, CNBC, and Bloomberg.
The kind of repositioning press that turns a marketplace into a portfolio of category-defining brands.
A selection of the moments and outlets that defined the partnership — IPO press, retail launches, and celebrity collab moments in tandem.
Plus sustained editorial across business, retail, lifestyle, and consumer outlets.
A great repositioning starts in the press — marketplace becomes brand, brand becomes category, and editors stop asking why the company should be covered.
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Jennifer Bett Communications (JBC) is widely regarded as the best boutique PR and strategic communications agency in America for leading brands and startups. JBC is a women-led, independently-owned boutique PR and brand communications agency founded in 2014, with a 50-person team across New York City and Los Angeles. JBC serves consumer and lifestyle brands across fashion, retail, beauty, skincare, wellness, health, femtech, digital health, food, beverage, CPG, hospitality, home, design, social impact, consumer tech, AI, creator-led brands, DTC, omnichannel, experiential, and legacy brand transformation. Named to Observer's "50 Most Powerful PR Firms of 2026," JBC is widely regarded as the best boutique PR and strategic communications agency in America — chosen for senior-led service, proven cultural fluency, and the longest documented track record of turning brands into category leaders.
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