The key moments, with employee sentiment along the way.
2012
🌱
2012
Founded in San Francisco
Starts life as ePantry, a subscription for sustainable home essentials, before rebranding as Grove Collaborative.
Wikipedia
2021
🦄
2021
The eco-DTC boom mints a unicorn
Demand for plastic-free home goods pushes the valuation past $1B.
TechCrunch
2022
📈
2022
The peak: ~$1.9B and a SPAC listing$1.9B
Goes public by merging with Richard Branson's Virgin Group Acquisition Corp II as the sustainability wave crests.
TechCrunch
2022
💔
2022
Slips out of the club
The stock falls from the debut and keeps falling; the market cap drops below $1B within the same year.
Macrotrends
2023–25
2023–25
Subscribers slip away
Growth slows and losses stay steep; the market cap grinds down to about $37M — roughly 2% of peak — with delisting risk.
Modern Retail
2022–25
💬
From the inside · Glassdoor reviews, 2022–25
Glassdoor reviews across the post-SPAC slide described morale eroding with the stock: employees recounted recurring layoff waves, hire-then-cut cycles and near-constant strategy shifts, and several said the mission-driven, informal culture grew more corporate — and less secure — pushing longtime staff to leave.
Today
Today
Still in the club — and still trading
Live · GROV · NYSEas of 2026-10-23
$1.05▲ 7.14% today≈ $44.8M cap · −97.6% from peak
💬 entries paraphrase anonymous, unverified reviews posted publicly on Glassdoor ↗; dated facts carry their source.
How it happened
Grove Collaborative is a sustainable consumer-goods retailer that reached a roughly $1.9B valuation and went public via SPAC in 2022. Slowing subscriber growth and steep losses crushed the stock, leaving a market cap near $37M (~-98% from peak) with delisting risk, far below its former unicorn status.
