Bain Capital is acquiring Vitabiotics, ending 55 years of family ownership. Organic Traditions closed a $10.5M raise. And Nori launched the Nori Cloud Clothing Steamer exclusively at Target nationwide.
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: 973 posts from 946 people across 45,500 profiles tracked.
Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com
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We also want to give a quick shoutout to our friends at the Hot Takes Big Stakes podcast, give it a watch!
M&A
Bain Capital is acquiring Vitabiotics, ending 55 years of family ownership. CEO Tej Lalvani framed the partnership as the next phase of international growth for the UK's number one vitamin company. His father, Professor Kartar Lalvani, founded the brand in 1971. → post
Funding
Organic Traditions closed its first and only ever funding round for $10.5M USD. CEO Alexandra Mamalider called it one of the hardest and most rewarding things she has ever done. → post
Distribution
Nori launched the Nori Cloud Clothing Steamer exclusively at Target stores nationwide and on Target.com. Co founder Courtney Toll shared the launch. → post
Whole Supp landed in 66 Applegreen locations across Ireland, the brand's first step into the forecourt channel. → post
Toto Foods is hitting the Costco road show in the San Diego region. Co founder Sydney Webb shared the moment after years of building the cookie brand through her Crohn's diagnosis. → post
Lola Blankets is now in 70 Nordstrom stores. Founder Tommy Higham thought back to the studio apartment where he first started chasing that shelf. → post
Fable & Mane took over a Dubai Mall window with Sephora Middle East for its 2026 activation. → post
Unfabled scaled into Sainsbury's first Trending Brands cohort plus 737 Boots UK stores in Q2. Founder Hannah Samano shared the update as part of her scaling diary. → post
Strategic Moves
Neutonic is executing a triple continent retail launch into four of the biggest grocers in the US, UK, and Australia over four months starting October. Co founder Luke Betts called out designing US packs at 1am. → post
Ozlo launched Sleepbuds 2. Co founder Patil marked the moment after years of engineering, testing, and customer feedback. → post
HYRO is moving to America. Founder Steve Chapman flew out of Australia on a one way ticket to bring the electrolyte brand into the US market. → post
YSE Beauty opened the doors on Xtremely Quenched, its new Peptide Instant Glow Moisturizer. Founder Molly Sims hosted the launch in the Hamptons. → post
Blenders Eyewear named Jordan Howlett its Chief Content Officer. His first move was hiring Method Man as Chief of Staff. → post
Ocean Bottle opened Currents, an installation in Liberty London's Central Atrium, alongside a First Wave collection reworked from Liberty archive designs. → post
October's Very Own brought back the OVO Golf Classic at TPC Osprey Valley with more than 350 players. Proceeds support the Scarborough Shooting Stars Foundation and The Remix Project. → post
Recognition
Finisterre founder Tom Kay received an honorary doctorate from the University of Exeter recognizing nearly 25 years of building the brand. He was also asked to close the graduation ceremony. → post
Sauz was named to Nosh.com's Impact 50 list. Co founder Winston Alfieri shared the recognition. → post
People Moves
Tramontina USA hired Per Kvarby as VP of Product Development (from Greenworks Tools). → post
Campbell's hired Samantha Smith as Director, Commerce Strategy, Intelligence & Demand Creation (from McCormick). → post
LIVunLtd (Amenity Collective) hired Ryan Mitchell as VP of Consulting & Development (from Plunge). → post
Alabama Outdoors hired Brown Kelley as Director of Marketing (from Hibbett Sports). → post
Boll & Branch promoted Gabriella Tamburri to Associate Manager, Brand Marketing on her one year anniversary. → post
Notable Exits
Ciele Athletics Director of Marketing Dan Marrett is stepping away at the end of summer after seven years. → post
AVON UK Head of Global Digital Experience Russell Paton wrapped up after three and a half years. → post
Worth a click
Valerie co founder Olly Johnson posted the previous week that the brand needed a buyer by August 3 or it may not continue. The follow up: an outpouring of comments, DMs, and leads, and a real sense that a deal is possible. → post
want to see the rest? here’s the link
