Another major Australian retailer is joining HERO Condom’s mission for positive social change. The brand announced its range of Regular and Super Thin condoms are now in more than 180 Big W stores across the country.

The news marks the latest milestone in what has been a big year for the start-up.

HERO is now sold in major retailers across Australia including Coles, Woolworth’s as well as Countdown in New Zealand. Growth over the past 12 months has enabled HERO to expand its local presence, adding three new full-time employees.

Its achievements haven’t gone unnoticed by the industry or consumers. A survey conducted by market research company Pureprofile also showed HERO was the brand of choice among Australian women, with nearly 78% of women preferring it over competitors.

Dustin Leonard, CEO of HERO Condoms, said the company is well on its way to achieving its goal of donating two million condoms to the people of Botswana in 2016, via their one-for-one business model.

“Today’s consumers want authenticity. We’ve kept our socially conscious mission at our core and that is resonating with consumers who are tired of seeing multinationals who are only focused on making a buck,” said Leonard.

HERO was also recently awarded third place at the Inside Retail awards in the category of ‘Responsible Impact Excellence’ and named a finalist in the 2016 Good Design Awards ‘Social Innovation’ category.

“We may not have their budgets, but we do have a desire to make a difference in the lives of Australians as well as the people in Botswana and have proven that social responsibility and business success can go hand-in-hand,” added Leonard.

“We’re proving that by listening closely to the needs of our customers is the key to taking shelf space away from the major players. The launch into Big W is further validation that we’re on the right track,” said Leonard.

HERO was recently first-to-market with a new line of convenient two-condom pocket packs, which are now available in hundreds of Puma Energy Petrol and Convenience Stations nationwide and through more than 250 digital vending machines in Australian airports and Westfield shopping centres.