A Norwalk consumer products company known for selling home and pet products online is making its first nationwide push into brick-and-mortar retail.
Gorilla Commerce announced Wednesday that its Gorilla Grip Bath Tub Mat is being rolled out to Walmart stores nationwide, marking the first time one of the company’s products has been sold in stores across the retailer’s U.S. footprint.
The launch is a milestone for Gorilla Commerce, which was founded in 2014 and has built its business primarily through e-commerce channels, including Amazon and Walmart Marketplace. The company sells home, kitchen, bath and pet products under brands including Gorilla Grip, Sofa Shield, Home Genie, Kangaroo, Rugged Rhino and Mighty Monkey.
The retail expansion also delivers on a strategy the company outlined last year after relocating its headquarters from Westport to a larger office in Norwalk.
At the time, CEO C.J. Bilangino told the Hartford Business Journal the company planned to grow beyond online sales by partnering with major retailers, including Walmart, as part of a broader omnichannel strategy. The company moved into a 15,500-square-foot headquarters at 230 East Ave. to accommodate additional employees and create showroom space for prospective retail partners.
Gorilla Commerce said it began selling products through Walmart Marketplace in 2024 and has since earned more than 40 bestseller placements on the platform. The company also said Walmart recognized it as its Outstanding Home Seller of the Year in 2025.
According to the company, the Gorilla Grip Bath Tub Mat has sold more than 2 million units online. The Walmart rollout coincides with the retailer’s back-to-college merchandising season and will include endcap displays in stores nationwide.
