Loop Earplus on Wednesday revealed its entry into Target, marking the sound innovation company’s first partnership with the mass retailer.

The award-winning hearing protection earplugs brand from Antwerp launched in 2016 and was initially available in CVS in the U.S. and Saturn in Europe in 2018. Then the pandemic hit and the brand pivoted to a DTC model. Now the brand is expanding on its online sales model to being on shelves; the brand said it has sold more than 13 million earplugs to date.

Loop Earplugs said the expansion into Target will further its mission to bring “accessible, stylish noise control” to the mass market and “empower people to live life at their volume.”

Thus far the brand has collaborated with major names such as Tomorrowland, which is also an official earplug par

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