Milwaukee, Wis. (May 13, 2026) – After an initial test in 300 Target stores and on Target.com, Bravo paper towels, which are made from 75% curb-side recycled paper and cardboard by Milwaukee-based Sellars, have secured nationwide placement in nearly 2,000 Target locations.
Bravo six packs began appearing on Target shelves in early May and retail for $16.99. Since Bravo paper towels come in a compressed format, six rolls of Bravo are equivalent to 18 rolls of regular paper towels, which contain extra air to make the rolls look bigger. Bravo’s space-saving format also means the rolls are easier to store at home and on countertops.
“During the test period with Target, Bravo awareness, initial sales and repeat purchases continued to grow,” says Michelle Gross, vice president of marketing and customer experience for Sellars. “We found that, once consumers tried Bravo, they became loyal users because there’s nothing on the market that compares to the strength, absorbency and softness that Bravo delivers with its 75% recycled content. It’s the only high-performance, eco-friendly towel on the market.”
Photo caption: Bravo paper towels, which are made from 75% recycled content, are available at Target stores around the country and online at Target.com.
Bravo paper towels are made at Sellars’ manufacturing facility at 6565 N. 60th St. in Milwaukee. Thanks to a proprietary process, the towels have superior absorbency and scrub strength. In fact, they’re so durable that they can be rinsed and reused again. The towels are also soft and work like cloth, so they hold up to tough scrubbing tasks. For jobs that require a wet towel, Bravo sheets are three times stronger than the leading recycled fiber kitchen towel brands.
On the store shelf, Bravo stands out. The product doesn’t contain dyes, fragrances or elemental chlorines so it’s “natural tan” in color.
To support the nationwide Target roll out, Sellars is building awareness and driving consumer engagement through a mix of digital, social and retail media activities. In addition, Sellars ramped up production. In fact, the company is looking to hire additional manufacturing and maintenance employees and recently executed a recruitment marketing campaign that included billboards, radio advertising, job fairs and signing bonuses.
“We’re a company that’s dedicated to our products, our people and the planet,” says Gross. “To support our people, we offer attractive wages, performance and attendance bonuses, quality health insurance, a 100% matching 401k plan, apprenticeship training, ongoing opportunities for career advancement and employee home ownership incentives.”
Sellars has a total of six locations on Milwaukee’s north side. The company headquarters and a manufacturing facility are at 6565 N. 60th St. Sellars has a second manufacturing site at 6540 N. Industrial Rd., a distribution center at 7701 W. Calumet Rd., warehouses at 5800 W. Hope Ave. and 7300 N. 60th St. and a new manufacturing facility at 5400 W. Good Hope Rd. that opened in 2025.
In addition to Target stores, Bravo is available locally at Woodman’s and Sendik’s.
To find a retailer, visit bravotowel.com or Target.com to purchase Bravo online.
