David Van Himbergen, the chief executive of sustainable paper goods manufacturer Reel Paper, is excited about the company’s recently expanded partnership with Target Corp.

The Santa Monica firm inked a deal with the Minneapolis-based retailer to have its toilet paper in about 1,800 stores. Another 300 stores will carry its newest offering – paper towels.

It helps to expand the company’s reach and exposure to serve more consumers across the country, Van Himbergen said.

“It becomes a huge point of validation that shows that consumers are ready for sustainable paper products, and we have a proposition that’s resonating with them,” he added.

Reel’s toilet paper and towels are made with 100% tree-free fibers, making it the most sustainable paper on the market, with no dyes, inks, BPA (Bisphenol A), or other harsh chemicals, the company claimed.

In fact, for the paper towels, Reel began to import bamboo pulp to the U.S. for the manufacturers in the Midwest “to create a truly differentiated breakthrough paper towel product that not only is sustainable, and all the packaging is plastic free,” Van Himbergen said. “So, we have this innovative paper wrap technology that is recyclable.”

The Reel paper towel is 50% thicker and 50% more absorbent than the leading sustainable brand out in the market, Van Himbergen claimed, adding, “It really closes that gap on performance.”

In Los Angeles County, Reel paper products can be found at Target stores in West Hollywood, Pacoima, North Hollywood, Santa Clarita, Palmdale, Lancaster, San Dimas and West Covina, among others.

The toilet paper can also be found in Gelson’s and Erewhon Market stores in Los Angeles County. A 12-roll package of Reel toilet paper costs $18.29 at Target while a 6-roll package of paper towels costs $22.49.