"[3] Ryan and Harrington both recall being in a store in Boulder, Colorado, where "strangers would just come up to [them] and ask how many milligrams of zinc they should take.
"[2][4] Afterwards, the two began brainstorming on an idea for a vitamin company with the aim to "simplify" them and make its focus on "end benefit versus the individual ingredients.
[3][4][5] After meeting with Target executives, Ryan and Olly co-founder Brad Harrington began work on the vitamin company.
[2][4] Instead of focusing on their Olly.com website, the brand "enthusiastically embraced brick-and-mortar retailers as its main selling channel," and would come to be sold at other stores like GNC, CVS, and Albertson's, among others.
[7] Since Olly is focused on providing "ostensible benefits" rather than ingredients, their products combine supplements instead of selling them individually.
[2][10] Harrington has concurred, stating "[Ryan] has spent a lot of time in mass merchants like Target, looking at different categories that might be ripe for disruption.