Badger at Woodlands
Woodlands is a specialty independent running 3 Bay Area stores, small-format at about 2,336 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Badger is a family-owned, mission-driven company based in New Hampshire, specializing in organic skincare and hair care products.
It’s already on the shelf here, with 6 SKUs across 6 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 3 stores.
Lead with Classic Lip Balm, Lavender Orange in Lip Balm & Lip Treatment.
Woodlands stocks lip balm & lip treatment thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Woodlands carries body lotion & creams in real depth, 22 SKUs against a fleet median of 4, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is lip balm & lip treatment: Woodlands stocks only 6 there, so Badger Classic Lip Balm, Lavender Orange stands out rather than blending in. Lead with the lip balm & lip treatment, and position the body lotion & creams as a finishing or gift item.
Woodlands merchandises 13 of the 15 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 22/100.
enters a thin lip balm & lip treatment shelf as a point of difference.
The full runway · across 3 stores
Every category Badger plays in across the Bay Area grocers we track, and where it stands at Woodlands. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in lip balm & lip treatment. Each dot is a product on the shelf, by its cost per oz (hover for which). Badger (orange) sits below the shelf.
What to bring to expand
Badger’s SKUs Woodlands doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Woodlands
enriched 2026-09-05Presence and depth are measured from Woodlands’ current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Woodlands profile →
