Anise Makes a Case for Small Brands at Wal-Mart

Wal-Mart might be the biggest chain in the world, but it gives even little companies a chance. A case in point is Anise Cosmetics, an up-and-coming company that secured distribution in Wal-Mart by filling in the gaps the big brands overlooked. Ten years ago, Tam Tran, cofounder of Anise, wrote a letter to Wal-Mart executives in support of chain efforts to promote women’s health in the nail-care section. She noted many nail brands on the market included dibutyl phthalate, toluene, formaldehyde and other toxic chemicals, which she had worked to eliminate in her Nail-Aid line. Wal-Mart took note and gave Anise a crack with one item, an antiyellowing topcoat called Sunblock for Nails. “That one product on a single hook resulted in about 40,000 distribution points in all Wal-Mart domestic stores,” said Neal Wallach, executive managing director of Anise, who said the company now has 15 items in the chain. A spokesperson for Wal-Mart confirms Anise has been a “great partner and vendor.” Industry sources estimate Anise generates sales exceeding $10 million a year. Recently, Wal-Mart added Anise’s newest item, No-Rub polish remover. The popularity of glitter, dark polish and nail art has prompted the need for more potent removers. Her solution is a No-Rub

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