New Zealand's Organic Initiative (Oi) ranks 2nd in the $3.6B US feminine hygiene market within 5 months of launching in Whole Foods.
New Zealand's Organic Initiative (Oi) soared to the second position in the $3.6B US feminine hygiene market in five months after launching in Whole Foods Market's 500+ stores. Oi's focus on organic cotton certified by GOTS/OCS and natural values contributed to its success. The brand plans to expand in the US by partnering with new retailers, increasing product range, and improving sell-through.
April 22, 2024
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