THE WHAT? Following the launch of its first US salon last year, Bleach London has secured a spot on the shelves of one of the world’s largest retailers. WWD reports that the UK hair color brand has signed an exclusive deal with Walmart.

THE DETAILS Under the terms of the partnership, the brand’s hair dye kits will be sold in 3,500 Walmart doors and on its e-commerce site. Some 16 SKUs will appear in store while 44 will be listed on the website.

THE WHY? The deal will allow Bleach London to reach a considerably larger audience and is another step towards its goal to become the number one at-home color brand in the US, per WWD, quoting Bleach London Co-founder and Creative Director Alex Brownsell.