BRUSSELS — Belgian earplug brand Loop is entering brick-and-mortar retail in the United States through a new partnership with Target, marking a major step in its expansion beyond e-commerce. Beginning this month, Loop’s earplugs will be available in more than 600 Target stores nationwide.
Known for their distinctive, jewelry-like design, Loop’s earplugs reduce ambient noise while preserving sound clarity. The products have gained popularity among consumers seeking better sleep, as well as among attendees at music festivals such as Coachella and Tomorrowland.
“For us, it’s just a different way to reach those customers,” said Loop co-founder Maarten Bodewes. “Right now, customers don’t really have an option to buy it last-minute.”
Loop’s U.S. retail launch aligns with Target’s recent expansion of its wellness offerings, which added more than 2,000 new products earlier this year. The retailer is seeking to boost sales and shopper engagement amid cautious consumer spending.
Founded in 2016, Loop has sold over 13 million pairs of earplugs online, priced from $24 to $59. The company’s collaboration with the McLaren Formula One team in 2024 helped raise its global profile. After an initial foray into physical retail in Europe, the brand pivoted to online sales during the pandemic, posting a strong recovery. Sales climbed to approximately €190 million ($221 million) in 2024, up from €1 million in 2020.
Loop produces most of its inventory in Shenzhen, China, and derives roughly 40% of its sales from the U.S. Bodewes said current trade policies, including potential tariff shifts, are expected to have minimal impact on costs.
