Sustainable Canadian Homecare Brand ‘Guests on Earth’ Targets Retail Partnerships as it Expands Product Line [Interview]


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Redefining the homecare market, Guests on Earth, a Canadian sustainable homecare brand, blends eco-consciousness and wellness. As a newly B Corp certified DTC brand, it is actively looking to increase retail partnerships with a goal of going into 50 stores, has plans of entering the US market, and will be venturing into hospitality. 

Jackie Prince

“We see ourselves as a home and wellness company. We have created products and experiences that are circular that yes you can clean your home, but also clear your mind just knowing that what you are buying into kind of serves as a larger vision as well. So, when you become a Guests on Earth customer, you are not just buying a product – you are buying into a brand of ethics of taking better care of both our individual homes and spaces, but also the environment,” says Jackie Prince, co-founder of Guests on Earth. 

The brand focuses on creating products for cleaning and overall well being and consumers can find products varying from cleaning items to candles. The brand’s approach involves upkeep sustainability with circular sustainable practices such as reusable bottles, bringing more value to consumers. 

Expansion and Future Goals 

Guests on Earth at Summerhill Market (Image: Guests on Earth)

Consumers can find Guests on Earth’s products in twenty stores in Toronto, primarily stores focussing on sustainability. Prince says in 2024, the brand aims to expand into 50 stores in the Toronto area while also looking into new markets.

“We are a very small business, so initially we have been focusing on Toronto and building our presence here. I think in 2024, we would like to keep building out in selected cities in Canada as well as a few markets in the States.” 

Cities in Canada Prince has noted include Montreal, Ottawa, Winnipeg, and Vancouver. As for entering into the US, Specific targets would include New York and LA and will be connecting with people at the Shoppe Object, New York’s semi-annual independent home and gift show. 

“Shoppe Object is going to be the introduction for me into the market, so there are going to be lots of buyers there and all kinds of lifestyle retail stores that are based in the States and also some Canadian brands as well. The show is in early February, so that is when I am hoping to start some of those American retail partnerships.” 

As a DTC brand, Guests on Earth is always looking to innovate new products. Prince says the brand is working on bringing out a concentrated dish soap, launching in the first quarter of the year, and a laundry detergent, launching for the fourth quarter.These new products are in line with the brand’s commitment to sustainability and effectiveness, using high-quality, plant-based ingredients. All products are easy access as the brand has delivery throughout Canada. 

Community Building Events

Jackie Prince and Liz Drayton (Image: Guests on Earth)

Guests on Earth plans to host small, intimate events such as modern Tupperware parties, where customers can share the brand’s sustainable homecare products with friends and family. This strategy aims to deepen community connections and consumer loyalty. Prince is hoping to have the new concept ready for Spring of 2024. 

“Spring cleaning is a natural thing for us as a brand, and it also just gives us a little bit of time to get organized at the beginning of the year with everything else going on. We are interested in going back to some of the more grassroots approaches of the 50s and 60s, such as the tupperware parties. We can work with our key customers and cities, have them invite their friends over and experience a few local brands together.” 

The personalized parties will also include other local brands as supporting each other is important to the brand. 

“For me personally, getting into the product, business, or being a founder, I have found such great community support especially in the female founder community in Toronto. It is really such an amazing group of people and we all genuinely really do believe in each other and support one another. This collective community has really been incredible.” 

Expansion into Hospitality 

Guests on Earth are setting its sights on hospitality as a new way to introduce potential consumers to its products. Prince says the brand is aiming to introduce its brands to hotels, Airbnb properties, and luxury rental spaces, creating an opportunity to promote products in high-traffic environments. 

“I am really interested in some of the hospitality spaces, like getting into hotels, Airbnbs, and luxury rentals in Muskoka. We also have bulk refills, which is where I think the majority of the business will go eventually, so we will probably have to design a new system for hospitality, but I am really interested in exploring more.” 

The plan uses its bulk refills and designing systems suited for hospitality needs, which aligns with its commitment to sustainability and wellness. The new concept aims to boost brand awareness and integrate its products as part of a guests experience in these settings. Guests on Earth already has its products in a few restaurants and workplaces in Toronto. 

“We are really proud of reinforcing our commitment to high environmental and social standards. For us at Guests on Earth, it is about nurturing our individual and shared spaces with a focus on sustainability. Each product we introduce, from our upcoming dish soap to our laundry detergent, reflects this ethos. It is not just about cleaning; it is about contributing to a healthier planet and fostering a sense of well-being in every home – that is the vision we carry into the future.” 

Shelby Hautala
Shelby Hautala
Shelby Hautala, based in Toronto, is a new Journalist to Retail Insider. She has experience writing for local newspapers and also internationally for Helsinki Times while she lived in Finland. Shelby holds a Bachelor of Journalism Honours degree from the University of King’s College and a Social Work degree from Dalhousie University in Halifax.


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