LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products. LOLA's leadership wanted women to come to the company for all of their reproductive health needs (including information and a place to engage in conversation) from menstruation through menopause and beyond. Heading into 2020, LOLA cofounders have determined that to grow the business they need to go beyond the company's current DTC model and have products available in retail stores. The challenge, however, is finding the right retailers to partner with that will help to add value to the brand and not detract from it. The case provides background on the cofounders, the company's start, and evolution, and the challenges of moving beyond DTC.