Consumer products company Gorilla Commerce is expanding its omnichannel strategy as its Gorilla Grip Bath Tub Mat moves from online marketplaces into more than 2,600 Walmart stores nationwide ahead of the retailer’s Back-to-College season.
The rollout marks the company’s first major brick-and-mortar expansion for the product after building its presence through Amazon and Walmart’s e-commerce marketplace platforms.
Gorilla Grip products have been available on Walmart Marketplace since 2024 and have achieved more than 40 bestseller placements. The suction-cup bath mat has sold more than 2 million units online and holds a 4.6-star rating across more than 1,000 reviews on Walmart.com. The performance also led Gorilla Commerce to be named Walmart’s Outstanding Home Seller of the Year in 2025.
“For us, this is much bigger than a single product launch,” said CJ Bilangino, CEO of Gorilla Commerce. “It’s the next chapter in our company’s growth. We’ve spent years building brands online, listening to customers, improving products, and earning trust. Entering Walmart stores nationwide is a reflection of that work and of the growing partnership we’ve built with Walmart over time.”
The Walmart rollout coincides with the retailer’s Back-to-College season and includes dedicated endcap placement in stores across the country. Gorilla Commerce said the launch forms part of its broader strategy to invest in retail partnerships, product innovation and brand growth across multiple channels.
“Marketplace channels allow us to understand what consumers want, refine products based on feedback, and build demand before expanding into physical retail,” said Alyssa Ricardelli, VP product management at Gorilla Commerce. “This launch is a great example of that process in action.”
The move reflects Gorilla Commerce’s transition from a marketplace-focused business toward a broader omnichannel model, using online consumer insights to support expansion into physical retail.
