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Business Observer Friday, Mar. 4, 2022 5 months ago

Naples soap business opens another store — its biggest yet

Naples Soap Co. taps into Orlando market.

Naples Soap Co., a premium-quality skin and hair care products retailer that went public through a reverse merger last year, is opening the largest store in its footprint, with a new location in Kissimmee.

The new Orlando-area location, according to a statement, is a 2,500-square-foot store at the Promenade at Sunset Walk. The store has an all-new branded look for the company, featuring modern decor, acoustic lighting, decorative epoxy floors and free-flowing fixtures. It brings the total store count to 11, with other locations in Naples, Estero, Fort Myers, Sanibel, Punta Gorda, Lakewood Ranch, St. Petersburg, Mount Dora and Destin. Three more locations are currently under contract for 2022, the release adds.


“We created this new layout to truly heighten the customer experience,” Naples Soap Founder and CEO Deanna Wallin says in the statement. “From the moment a customer strolls by our store, they’ll be drawn in by the tropical scents and eye-catching products.”

Customers will be treated to product demonstrations at a large custom-made sink with double faucets in the middle of the store where they can try the company’s soaps and scrubs. “All it takes is just one sea salt scrub demo for a customer to get hooked,” Wallin says. “They can truly experience a difference in how our products feel and smell on their skin.”

In addition to carrying more than 300 private-labeled Naples Soap Co. products and gift sets, the store will feature Florida-focused items including tropical hats, trendy sunglasses, floral cover-ups, super-soft pajamas, boho beach bags and jewelry.

Founded in 2009, Naples Soap Co. has been helping people with sensitive skin by providing a premium collection of skin and hair care products made in the U.S. with high-quality, natural ingredients. It markets more than 300 personal care products, including body care, face care and hair care. Products are sold in brick-and-mortar stores and online from the company’s website through direct-to-consumer channels, such as, and at more than 300 boutiques, spas and stores nationwide.

When the company went public last year, Wallin, a Business Observer Top Entrepreneur in 2020, said some goals included raising $4 million and, eventually, moving from the over-the-counter markets to the Nasdaq exchange.

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