07.01.16
Burlington, VT
802.658.3773
www.seventhgeneration.com
Sales: $250 million (estimated).
Key Personnel: John Replogle, president and CEO; Joey Bergstein, chief marketing officer and general manager.
Major Products: Household cleaners, dish and laundry detergents, and personal care staples like hand soap. The firm also sells diapers, paper products and is home to Bobble, the reusable water bottle brand.
New Products: Energy Smart laundry and dishwasher detergents
Comments: Seventh Generation has “grown every year for 27 years, except for one during the recession,” John Replogle, president and CEO told Fortune in a video interview this past spring. Over the last several years, the business has grown by 60% with steady “double digit growth,” he said.
Industry sources contend the company’s revenues came in at $250 million in 2015.
Seventh Generation’s growth has come as the natural market has become a more competitive, with mainstream retailers adding more naturally positioned products to their store shelves everyday. But the CEO isn’t daunted by the competition. In fact, Replogle has called brands like Method and Mrs. Meyer’s Clean Day “frenemies” that help grow the category. He isn’t as kind to some of newcomers to the natural household care space however; he told Fortune that consumers can “see through them.”
But with more noise than ever in naturals, it’s become clear that long-term players need to speak up to remain above the fray. In fact, Seventh Generation is currently rolling out its largest ever media campaign, which includes TV spots (only the second time the firm has ever done so) featuring Saturday Night Live’s Maya Rudolph. To reach consumers everywhere, the “multi-million dollar” integrated campaign features a “high-impact mix” of network and cable television spots digital video, banners and print.
802.658.3773
www.seventhgeneration.com
Sales: $250 million (estimated).
Key Personnel: John Replogle, president and CEO; Joey Bergstein, chief marketing officer and general manager.
Major Products: Household cleaners, dish and laundry detergents, and personal care staples like hand soap. The firm also sells diapers, paper products and is home to Bobble, the reusable water bottle brand.
New Products: Energy Smart laundry and dishwasher detergents
Comments: Seventh Generation has “grown every year for 27 years, except for one during the recession,” John Replogle, president and CEO told Fortune in a video interview this past spring. Over the last several years, the business has grown by 60% with steady “double digit growth,” he said.
Industry sources contend the company’s revenues came in at $250 million in 2015.
Seventh Generation’s growth has come as the natural market has become a more competitive, with mainstream retailers adding more naturally positioned products to their store shelves everyday. But the CEO isn’t daunted by the competition. In fact, Replogle has called brands like Method and Mrs. Meyer’s Clean Day “frenemies” that help grow the category. He isn’t as kind to some of newcomers to the natural household care space however; he told Fortune that consumers can “see through them.”
But with more noise than ever in naturals, it’s become clear that long-term players need to speak up to remain above the fray. In fact, Seventh Generation is currently rolling out its largest ever media campaign, which includes TV spots (only the second time the firm has ever done so) featuring Saturday Night Live’s Maya Rudolph. To reach consumers everywhere, the “multi-million dollar” integrated campaign features a “high-impact mix” of network and cable television spots digital video, banners and print.