ButcherBox Recruits Former Target Executive to Scale Retail Footprint

Theal spent nearly five years at Target, where she played a pivotal role in the initial partnership between the two companies. Her transition to the Watertown-based firm comes as ButcherBox reports first-half retail performance that has exceeded internal expectations. The brand’s expansion includes a new rollout into 330 Target Express stores, complementing its existing reach in 1,400 larger-format locations.

Reba Hatcher, chief commercial officer at ButcherBox, noted that while the company’s subscription-based online platform remains the core business, the retail channel serves as a vital tool for meeting consumer demand for healthier protein options. Beyond the Target partnership, ButcherBox is testing exclusive product lines with Costco Wholesale in the Pacific Northwest, with intentions to broaden that regional availability by the end of the year.

Theal enters the role as ButcherBox continues to navigate the transition toward an omnichannel model. The company, which generated over $570 million in revenue in 2025, maintains its B Corp certification while balancing its historical focus on direct-to-consumer delivery with this new brick-and-mortar push.