Soap retailer closes out year with four new retail locations

Naples Soap Co., a health and wellness brand known for skin and hair care products, is entering the fourth quarter in retail expansion mode. 

The company, publicly traded under the publicly traded over the counter under the symbol NASO, has opened four stores across Florida, it announced in a statement. That equates to 6,100 square feet of retail space, say comoany officials. 

“When we developed our 2023 retail expansion plan, we set out to find new markets that closely mirrored our top performing stores in high foot traffic areas that attract both tourists and year-round residents," CEO and Founder Deanna Wallin says in the release. "We also looked to even out some of the seasonality we experience in Southwest Florida by identifying regions with opposite tourist seasons to the existing footprint as well as locations that were not seasonal with steady year-round activity.” 

New locations include: 

• The first new location opened in late spring in the Panhandle, in Santa Rosa Beach along Highway 30A. This store is in a high-end tourist market that attracts vacationers during the spring, summer and early fall. This store complements the company’s other Panhandle store in Destin.
• The next location, in the heavily populated Broward County city of Plantation, opened in the summer and is expected to have a steady stream of year-round shoppers, say company officials. That part of the state was selected "due to frequent customer requests to open a store in Southeast Florida." Over the years, the company has developed a loyal and sizable customer base in Broward, Miami-Dade and Palm Beach counties.
• The third location, in Wellen Park in south Sarasota County, fills the geographic gap between the company’s current locations in Punta Gorda and Lakewood Ranch. That store opened in late June.
• The fourth location is in the The Villages. “We expect this store to be less seasonal than some of our other stores and hopefully less impacted by potential tropical systems with its location in the center of the state," Wallin says. "We’ve built brand awareness in Central Florida with our Mount Dora store, and we expect to continue to grow our customer base in this area over the coming year."

Naples Soap Co., founded in 2009, markets more than 300 personal care products including body, face and hair care. It operates stores in Naples, Estero, Fort Myers, Sanibel, Punta Gorda, Venice, Lakewood Ranch, Kissimmee, Mount Dora, Santa Rosa Beach, Destin and Plantation, as well as at more than 300 boutiques, spas and stores throughout the U.S. through its wholesale division.