The Shop has landed.

The lads’s grooming line, developed by LeBron James‘ and Maverick Carter’s The SpringHill Company alongside Parlux, is now available in an estimated 1,600 Walmart doors.

“The initial inspiration for the road was what we, ourselves, desired to see from men’s grooming,” said Paul Rivera, cocreator of The Shop, adding that the event process began with a roundtable discussion featuring TSHC team members of all seniority levels to evaluate white space out there. “We had everyone from interns to LeBron — old, young, white, Black — a really diverse group. And we realized, ‘Hey, there are a variety of young people intimidated by the space — so what should that men’s grooming journey appear to be?’”

Comprising seven skin, hair and beard care products, including aftershave-toner, styling pomade and shave and beard creams priced at $10 or less, the road is an offshoot of TSHC’s Emmy Award-winning show “The Shop,” which first debuted in 2018. Now within the midst of airing its seventh season on YouTube — guests of which have to this point included Nelly, Tiffany Haddish and Michael Rubin — the show goals to supply wide-ranging perspectives in discussions of entertainment, sports, politics and community.

“That feeling of being in a barbershop, having conversations with people from all walks of life — it’s nostalgic, it’s a sense a variety of people can relate to,” Carter said. “Because the show really changed into a brand, we realized we are able to translate that very same feeling into product.”

Added Lori Singer, Parlux president: “The Shop is fueling demand out there for men’s grooming needs…We feel this initial offering will probably be broadly adopted, and we’ll proceed to innovate and evolve The Shop’s range as we grow.”

While neither Walmart nor The Shop would comment on sales expectations for the launch, industry sources estimate the road could do $10 million in first-year sales. The road joins Drake’s Higher World Fragrance House and Billie Eilish’s fragrances, amongst other brands, inside the Parlux portfolio, for which The Shop marks a primary grooming foray.

“Parlux has been an incredible partner in leading us of their areas of experience, while still allowing us to be authentically The Shop, and that has been the filter for the entire brand’s communication, look, feel and tone,” Rivera said.

When it comes to the long-term vision for the vegan, cruelty-free line, “we would like to proceed to be intentional — there must be a use case for every thing, whether it’s something you need to use if you’re traveling or something that’s good within the wintertime — any products we add must feel additive to that consumer journey.”