Overview
Grommet is a US product discovery platform that launches new and innovative products from small businesses, inventors and makers. Every week it introduces a set of new products to its community of shoppers, who vote for their favourites and buy directly from the makers. For a small consumer brand launching a new product in the US, Grommet is a way to build awareness and early sales.
Who is behind Grommet
Grommet, originally The Daily Grommet, was founded by Jules Pieri and Joanne Domeniconi in Somerville, Massachusetts, It became known for presenting one new product every weekday with an editorial and video story about its maker. In 2014 it added a wholesale arm, and in 2017 Ace Hardware bought a majority stake. When Ace closed the business, GiddyUp acquired Grommet in September 2022, and it relaunched as a product discovery platform on 31.08.2023. Since then, Grommet says it has launched more than 1,000 new products from small businesses and has a community of around 3 million shoppers.
How Grommet works
- Weekly launches. New products launch every week, and the community upvotes their favourites so the best products rise to the top.
- Buy from the maker. Shoppers buy through Grommet, with orders fulfilled from the maker's own store.
- Storytelling. Each product is presented with the maker's story, often with video.
- Ongoing discovery. After launch week, products can stay visible through features such as short video clips.
- Integration. A Shopify app connects a brand's store to Grommet.
What it costs
According to Grommet's Shopify app listing, it is free to list products on Grommet, and Grommet takes a revenue share on sales it drives to the brand's store.
What a brand needs
- A new, innovative product that solves a real problem and has a clear story.
- A product ready for sale, with stock and fulfilment in place.
- Pricing that works for direct sales, since very low-priced products are hard to ship profitably.
- US compliance for the category.
Why Grommet matters for brands
Grommet gives small brands a launch moment in front of an engaged audience that likes discovering new products, which can create sales and visibility for other channels.
How eBrands looks at Grommet
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you are launching a product in the US and want to see whether Grommet fits your plans, we are happy to talk it through.
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