Quick Facts
- Caraway launched in more than 530 Walmart stores and on Walmart.com as of July 13, 2026, marking the brand’s largest retail expansion to date.
- The partnership extends same-day delivery access to approximately 50% of the U.S. population.
- Caraway aims for a 50/50 revenue split between DTC and wholesale over the next five to 10 years.
Caraway, the non-toxic cookware brand that launched online in 2019 with six SKUs, is now selling products in more than 530 Walmart stores nationwide. The July 13 announcement marks the New York City-based brand’s biggest retail move since it first sold direct to consumers seven years ago.
The assortment is also available on Walmart.com and the Walmart Marketplace. Same-day delivery through the partnership now reaches roughly half the U.S. population.
Founder and CEO Jordan Nathan said the goal has always been broad access. “Partnering with Walmart allows us to reach millions of families where they already shop,” Nathan said, “and with same-day delivery now available to roughly half the country, it’s easier than ever to bring Caraway into your home.”
Caraway has grown from a single-product DTC startup into a brand carrying more than 750 products across cookware, bakeware, food storage, barware, and home organization. It has served more than 2.5 million households and collected over 200,000 five-star reviews. The company has raised approximately $40.3 million in total funding.
Wholesale is now Caraway’s fastest-growing channel. The brand already sells through Target, Crate and Barrel, and West Elm. Nathan described the strategy as deliberate demographic targeting. “We see a certain demographic on our website,” he said, “but we’re also not hitting the people who are getting married — they’re going to Crate and Barrel or West Elm to buy everything for their home.”
Nathan views distribution itself as a competitive advantage. He said the company’s goal is to “be where customers are buying for the space.” The brand is targeting a 50/50 DTC-to-wholesale revenue split within five to 10 years.
On the product side, Nathan anchors Caraway’s differentiation in third-party testing. The brand tests for more than 600 PFAS compounds and more than 20 heavy metals, and holds more than 400 patents issued or pending worldwide. “Anyone can put the words non-toxic on a label,” Nathan said, “but backing them with testing, design and access is much harder to copy.”
The Walmart deal also reflects the retailer’s ongoing push upmarket. Walmart has expanded its premium assortment across fashion, beauty, and home goods in recent years. Executives have pointed to growing market-share gains among households earning more than $100,000 annually. Danielle Lyman, VP of Cook and Dine at Walmart U.S., said customers “appreciate design and quality craftsmanship” and that the partnership makes Caraway “more accessible to families through the convenience and everyday value Walmart is known for.”
Behind the scenes, Caraway has rebuilt its logistics infrastructure to support the expansion. The brand partnered with ITS Logistics and has achieved a 20% reduction in total parcel costs through small parcel consolidation and live rate-shopping. Distribution volumes scaled 280% in a single year after transitioning to a full omnichannel setup.
Caraway’s trajectory from a 2019 DTC launch to a mass-retail presence at Walmart shows how non-toxic positioning, once a niche differentiator, has become a mainstream consumer expectation. Nathan noted the shift mirrors trends seen across food, personal care, and apparel. The brand’s next test is proving it can hold its premium identity at the world’s largest retailer while reaching the new customers it has not yet converted online.
