Halfday Iced Tea is officially launching at Target across 1,400+ stores. Bryan Johnson's Blueprint rebranded to Immortals. And Native Pet hired its first ever CMO as it crosses 13,000 retail locations.

Here's what brand leaders shared on LinkedIn this week.

Brand Voice tracks what 8 and 9 figure Shopify brand leaders are sharing on LinkedIn each week. We started this because our feed was full of SaaS and agencies. we wanted to see more from the brands themselves.

This week: 1,000 posts from 1,000 people across 45,500 profiles tracked.

Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com

_{^{We also want to give a quick shoutout to our friends at the Hot Takes Big Stakes podcast, give it a watch!}}

Select Technology Group acquired eight iStore Apple Premium locations and the istore.co.uk domain. The Group now spans 750 people across the UK and Ireland. CEO Ciaran Cormack shared it strengthens their position as the only Apple Premium Partner operating in both markets. → post

Blueprint officially changed its name to Immortals. CEO Gyre Renwick framed Blueprint as one product line inside a broader longevity platform that now includes Biomarkers, Diagnostics, and more. → post

Halfday Iced Tea is launching in Target's chilled beverage set across 1,400+ stores with a new slim can lineup, including a Strawberry Half & Half flavor exclusive to Target. → post

B.T.R. NATION's Superfood Rice Crispy Treats are now at Sprouts Farmers Market nationwide in the Forager Finds set. Three flavors, low sugar, sweetened with honey. → post

Soom Foods is approaching 8,000 doors, twelve years after founder Amy Zitelman stocked her first jar in a Washington DC market. → post

Decked started shipping Drawer Systems for the Ford Bronco and Toyota 4Runner, the brand's first move beyond the pickup truck bed. CEO Bill Banta noted the pickup remains the North Star. → post

marsthelabel rolled out into all 80 FLANNELS stores within two months of the launch, twelve months after CEO Arianna Ajtar took the brand into physical retail for the first time in nine years. → post

Audeze launched its first headphone with ANC. Founder Sankar Thiagasamudram said the Maxwell ANC came after almost a decade of R&D, since planar magnetic headphones have unique challenges with ANC. → post

Eli Health launched the world's first real time cortisol sensor. CEO Marina Rivas tied it to Andrew Huberman's public wish for exactly that technology. Seven years of R&D. → post

Rothy's brought its Fanatics Fan Wagon to Fanatics Fest for the Knicks championship celebration, hosting the starting lineup, the trophy, and the world's largest jersey signing. → post

Gap Inc. launched an Employee Creator Program, opening its Creator Affiliate and Advocacy platform to all employees across offices, stores, and distribution centers. They can now earn commissions on the content they post. → post

Zevia announced a multi year partnership with Cardi B. The first campaign, Real Talk Interpreter, dropped this week. → post

Stakt launched a partnership with Drybar. Co founder Millie Densing said the throughline is how movement fits into daily life, not just the mat. → post

CDLP closed its first EBITDA profitable financial year, three months ago. Co founder Andreas Palm walked through cutting the team in half 24 months earlier and cutting losses by roughly €1M per year, two years running. Ten year anniversary this year. → post

Nébuleuse Bijoux (France) crossed one million orders. Founder Adélie Curtet started the brand in 2019 at age 21. → post

DIJO (France) is relaunching the business after pausing 12 months ago. Co founder Anouk Terrier detailed the cost cuts, team separation, and offshore rebuild that got the brand back to a starting line. → post

CABAIA turned 10 years old and rolled out a full brand refresh. Co founder Emilien Foiret framed it as the moment to grow up. → post

RMS Beauty turned 17 years. CEO David Olsen shared a growth summary. → post

Native Pet hired Ariel Stoddard as its first ever CMO. Co founder Daniel Schaefer shared the news alongside a note that the brand now sits in 13,000+ retail locations. → post

Welch's hired Fredo Guarino as Chief Customer Officer (from Zevia). → post

PUMA Group hired Ruchi Cholera as HR Business Partner (from Palmonas). → post

NARS Cosmetics brought on Caroline Aurigemma as Associate Manager, Global Marketing, Complexion & Skincare (from Revlon). → post

Damson Madder promoted Noa Sullivan to Ecommerce Manager. → post

Weezie Towels opened a search for its first ever Head of People. Co founder Lindsey Johnson noted the team is approaching 100 people. → post

This Works CFO/COO Seema Paterson wrapped up her final working day. → post

Sea to Summit Retail Marketing Manager Heather Gonzales exited last week. → post

Bandit Running brought back its Unsponsored Project for the USA Outdoor Track & Field Championships in NYC, tackling a real problem in professional running where athletes can't monetize their own bodies during competition. → post

Bears with Benefits CEO Marlena Hien was named #2 in the Top 200 LinkedIn Voices for Women Entrepreneurship worldwide (Favikon ranking). → post