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Ready-to-drink sleep aid supplement Som Sleep hasn’t been snoozing when it comes to making distribution gains. The brand, which launched in January, has been filling out its retail presence in the grocery and fitness channels, recently adding more than 800 GNC stores nationwide, as well as Central Market stores in Texas.

According to co-founder and CEO John Shegerian, although the California-based company launched as a direct-to-consumer (DTC) product online, the current growth strategy is primarily focused on brick-and-mortar retail. In addition to its latest retail partnerships, the brand is also available in smaller retail chains including Bristol Farms, Down to Earth, and Jade’s. He added that the company is preparing to launch at nearly 20 additional retailers throughout the summer.

“We are hyper-focused on brick-and-mortar,” Shegerian told BevNET. “Because everyone wants to be the next DTC beverage brand, and that’s all wonderful. My partners and I have internet experience and that is continuing to grow, but we’re very, very focused on brick-and-mortar…. America still lives in the stores. America still wants the experience of shopping and going out. Some people think its social, some people just want to see and feel.”

Shegerian said he anticipates Som's brick-and-mortar growth to fuel online sales.

“We’ve signed so many retailers,” Shegerian said. “We have a pipeline, it’s all coming…. and the buyers are real excited to see a new category.”

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