Energizer Bunny Keeps on Going into Shaving Business

Jan 21, 2003

By George Anderson

Reuters reports that Pfizer has agreed to sell Schick-Wilkinson Sword to Energizer Holdings for $930 million.

The acquisition by Energizer makes it the number two player in the shaving category behind Gillette. Energizer and Gillette (Duracell) already compete with one another in the shaving/razor category.

Moderator’s Comment: What is your reaction to this

The good news: Energizer hedges its bets by diversifying
outside of batteries/power supplies.

The bad news: It diversifies into a low margin and growth
category dominated by a competitor.
Anderson – Moderator

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