Key Takeaways

• Viking Revolution partners with Walmart to expand into brick-and-mortar retail, launching products in 900 locations.
• The brand has seen significant online success, particularly on Amazon, where it has garnered hundreds of thousands of reviews.
• The men’s grooming market is rapidly growing, projected to exceed $376 billion by 2030, prompting retailers like Walmart to invest in new brands.

Retail Expansion and Product Launch

Viking Revolution, a men’s grooming brand on track to generate $59 million in revenue this year, is making a significant move into brick-and-mortar retail. This expansion includes a partnership with Walmart, its first national mass-market retailer. The brand’s curated selection will be available in 900 Walmart locations, featuring popular items such as Beard Oil, Beard Balm, and Solid Cologne. This rollout follows a successful trial in Sprouts earlier this year, helping to solidify the brand’s operational readiness for a larger retail presence.

Walmart’s VP of personal care merchandising, Jerrit Davis, emphasized the appeal of Viking Revolution’s quality products at accessible prices, aligning with the retailer’s intent to enhance its men’s grooming offerings. The partnership follows Walmart’s acquisition of other brands like Wild Willies and Hims, highlighting its strategic push into a fast-growing market projected to reach over $376 billion by 2030.

Strong Online Presence

Ahead of this major partnership, Viking Revolution has relied heavily on Amazon, where it has amassed nearly 500,000 reviews and multiple bestseller badges. Co-founder Victor Mendoza attributes this success to exceptional customer service and rapid product development cycles. The brand has launched approximately 50 new products each year, 85% of which are categorized as high-performing.

Viking Revolution’s success has gained traction not only in grooming but also in unexpected categories. For instance, its Sea Salt Spray is identified as the bestselling sea salt hairspray on Amazon, while its Solid Cologne ranked as the top-selling cologne over the recent holiday season. TikTok has contributed to this growth as well, with an influx of influencer content generating considerable sales, amounting to $1.5 million through its TikTok Shop in 2025.

Foundational Insights

The brand’s origins trace back to when Mendoza, alongside co-founder Beau Vuillemot, recognized a gap in the market for affordable men’s grooming products. Starting with a simple beard comb, the brand quickly expanded. Their philosophy emphasizes quality and design without premium pricing, aiming for products that resonate especially with blue-collar workers aged 35 to 44.

Mendoza highlights the goal of making grooming easy and approachable for everyday men, stating, “This is not something that you need to go into a boutique to really figure out how to use.”

Marketing Strategy Moving Forward

With its Walmart entry, Viking Revolution aims to leverage Walmart Connect, the retail media platform to enhance product visibility. Trish Kozlak, VP of retail at Essor, stated that they plan to apply successful strategies used for other brands in their portfolio to Viking Revolution’s launch. This includes influencer-led social content and targeted advertising to drive awareness and sales.

In conclusion, Viking Revolution’s partnership with Walmart marks a pivotal step in their expansion strategy, building on a successful online foundation and tapping into the burgeoning market for men’s grooming products.

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