Seventh Generation scrubs online shopping off its site

February 3, 2015 04:26 PM

Seventh Generation Inc. is redirecting customers to online and offline retailers Tuesday after announcing it is halting online shopping on its web site.

“You will still be able to purchase our products on other web sites like,,,, and more. ePantry also offers a great subscription service,” the company wrote in an e-mail, which directs consumers to for a full list of retailers selling its products.

 “We’ve decided to pursue other initiatives, and we’ll keep supporting our retail partners, such as Target and grocery channels,” says Reid Greenberg, director of consumer engagement for the Burlington, VT-based maker of cleaning products.

Seventh Generation’s digital team will focus on building awareness about, and selling online, its Bobble brand water filtration products, Greenberg says. Seventh Generation acquired in the line in 2013.

“We had a pretty solid online business with customers and other businesses,” Greenberg says, though he declined to break out numbers of percentages of direct-to-consumer sales.

There hasn’t been much consumer feedback yet to the pivot away from e-commerce, he says.

While the company’s e-commerce focus will be on Bobble, Greenberg wouldn’t rule out a return to direct Seventh Generation online sales in the future.

“We could go back to it,” he says. “We have great digital branding and storytelling.” And, he adds, the brand already has built relationships with distribution companies.




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