Naturade Partners with Growvana and Rebelution to Scale Omnichannel Growth
Naturade, a trailblazer in science-based hydration and performance nutrition since 1926, has announced a major strategic partnership powered by Growvana and executed by Rebelution. This collaboration marks a significant milestone as the company enters its second century, combining Growvana’s leading omnichannel distribution capabilities with Rebelution’s operational framework to expand Naturade’s long-standing legacy into a future-focused, scalable enterprise.
As Naturade commemorates 100 years of supporting athletic performance, recovery, and active living, the brand is shifting its focus toward future growth. The partnership aims to modernize Naturade’s presence across the U.S. by integrating logistics, platform strategy, and execution across both digital and physical retail channels. Through Growvana’s platform and Rebelution’s operational systems, the alliance will oversee Naturade’s full channel portfolio, deploying capital and global resources to accelerate expansion across e-commerce—its primary growth engine—as well as traditional retail and major national outlets such as Amazon, Sprouts, Whole Foods, and Costco.
This collaboration brings together Growvana’s omnichannel platform and Rebelution’s operational expertise to manage Naturade’s complete go-to-market strategy. Rather than focusing solely on online sales, the partnership will coordinate distribution across digital marketplaces, physical retail, and wholesale networks. By merging platform technology with operational integration, Naturade will be positioned to efficiently meet rising consumer demand across every customer touchpoint.
Melonie Carnegie, CEO of Rebelution, noted that Naturade’s century-long heritage presents an opportunity to build infrastructure that ensures continued leadership for decades to come. She emphasized that the partnership combines capital, global reach, and an advanced distribution network to manage all of Naturade’s sales channels—not just e-commerce—while strengthening traditional retail and wholesale operations. With Growvana’s technology and Rebelution’s retail integrations, the collaboration is designed to drive accelerated growth and broaden consumer access to the brand.
Naturade continues to receive support from long-standing investors, including entrepreneur and NBA icon Magic Johnson and Hall of Fame athlete Grant Hill. Their ongoing involvement underscores confidence in Naturade’s market leadership, governance, and ambitious growth strategy enabled by the Growvana-Rebelution partnership.
Claude Tellis, CEO of Naturade, highlighted that reaching the company’s centennial milestone reflects decades of consumer trust and product excellence. He stated that evolving the brand’s distribution approach is essential to honoring that legacy, and that the partnership delivers the technology and distribution capabilities required to scale effectively. The initiative is positioned as both a celebration of Naturade’s history and a foundation for expanding wellness access to millions more consumers.
Overall, the partnership represents a complete transformation of Naturade’s commercialization approach, transitioning from traditional distribution to a modern, data-driven ecosystem. By leveraging Growvana’s platform and Rebelution’s multi-channel operations, Naturade aims to strengthen execution across the U.S. market and meet the complex demands of national retail partners and investors alike.
As Naturade commemorates 100 years of supporting athletic performance, recovery, and active living, the brand is shifting its focus toward future growth. The partnership aims to modernize Naturade’s presence across the U.S. by integrating logistics, platform strategy, and execution across both digital and physical retail channels. Through Growvana’s platform and Rebelution’s operational systems, the alliance will oversee Naturade’s full channel portfolio, deploying capital and global resources to accelerate expansion across e-commerce—its primary growth engine—as well as traditional retail and major national outlets such as Amazon, Sprouts, Whole Foods, and Costco.
This collaboration brings together Growvana’s omnichannel platform and Rebelution’s operational expertise to manage Naturade’s complete go-to-market strategy. Rather than focusing solely on online sales, the partnership will coordinate distribution across digital marketplaces, physical retail, and wholesale networks. By merging platform technology with operational integration, Naturade will be positioned to efficiently meet rising consumer demand across every customer touchpoint.
Melonie Carnegie, CEO of Rebelution, noted that Naturade’s century-long heritage presents an opportunity to build infrastructure that ensures continued leadership for decades to come. She emphasized that the partnership combines capital, global reach, and an advanced distribution network to manage all of Naturade’s sales channels—not just e-commerce—while strengthening traditional retail and wholesale operations. With Growvana’s technology and Rebelution’s retail integrations, the collaboration is designed to drive accelerated growth and broaden consumer access to the brand.
Naturade continues to receive support from long-standing investors, including entrepreneur and NBA icon Magic Johnson and Hall of Fame athlete Grant Hill. Their ongoing involvement underscores confidence in Naturade’s market leadership, governance, and ambitious growth strategy enabled by the Growvana-Rebelution partnership.
Claude Tellis, CEO of Naturade, highlighted that reaching the company’s centennial milestone reflects decades of consumer trust and product excellence. He stated that evolving the brand’s distribution approach is essential to honoring that legacy, and that the partnership delivers the technology and distribution capabilities required to scale effectively. The initiative is positioned as both a celebration of Naturade’s history and a foundation for expanding wellness access to millions more consumers.
Overall, the partnership represents a complete transformation of Naturade’s commercialization approach, transitioning from traditional distribution to a modern, data-driven ecosystem. By leveraging Growvana’s platform and Rebelution’s multi-channel operations, Naturade aims to strengthen execution across the U.S. market and meet the complex demands of national retail partners and investors alike.
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