For years, Seventh Generation Inc. co-founder Jeffrey Hollender liked to say "hell would freeze over" before his company's environmentally friendly household products would be sold by Wal-Mart Stores Inc.
He feels differently now. Starting next month, Seventh Generation staples, including laundry detergent, dish soap, all-purpose sprays and disinfectant wipes, will be sold in about 1,500 Wal-Mart stores. By September, other cleaners, diapers and baby wipes will be available on Walmart.com.
The move will bring Seventh Generation's specialty products to the broader, mainstream audience it has long coveted. For Wal-Mart, which draws more than 137 million U.S. customers every week, carrying Seventh Generation could help boost its green credentials by finally winning over one of its most vocal corporate critics.
"We've shifted dramatically in the way we see the world," Mr. Hollender says.
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