Numi at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
Numi Organic Tea is a California-based company that specializes in organic and Fair Trade certified teas and herbal blends.
It’s already on the shelf here, with 7 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Mill Valley Market merchandises 1 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 65/100.
maps onto categories the store already runs.
The full runway
Every category Numi plays in across the Bay Area grocers we track, and where it stands at Mill Valley Market. 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 7 of 28 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Numi’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Mill Valley Market’s 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. Mill Valley Market profile →
