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Bala is heading to Target.
The fitness brand, best known for its Bala Bangles, $55, a modern take on the traditional ’80s ankle weight, is entering 1,382 doors nationwide with its Bala Bangles in one and two pounds, $55, Bala Bars, $59, and Bala Bands, $35.
“It’s been on our vision board since we launched the brand. Target, long-term, was always the plan,” said Bala cofounder Natalie Holloway. “It’s a natural evolution for Bala to be in Target especially as we focus on expanding to more customers and expanding our product assortment.”
While the brand has an array of other products including the Bala Beam, $109, and The Play Mat, $99, the in-store assortment was strategic.
“Bala Bangles have been the runaway hero of our company,” said Bala cofounder Maximilian Kislevitz, making them a key stock keeping unit at Target. “With the other products in the assortment, they’re the right introductory complements to the Bangles.”
Bala redesigned its packaging in 2021 to be more eye-catching and act as an educational tool, which the team expects to drive in-store sales.
“We wanted to make packaging that would frankly stand out on-shelf and embrace arguably our most defining characteristic and differentiator in color. All the stuff that we make, from a packaging perspective, is a lighter hue of the product that’s within it,” said Kislevitz. “It has this candy, toy-like quality to it and then the packaging…
