Photos: Target
If you can’t beat ‘em, sell their products. That appears to be at least partially the case with the news that Target is teaming up with Harry’s, the shaving products subscription service, to sell its products in the chain’s stores and on Target.com.
Target, which first began offering an online subscription service for baby products in 2013 and later expanded to other categories including grocery, HBC, household, home & office and pet, believes it is perfectly aligned with Harry’s for the partnership. The news release to announce the venture pointed to the similarity between the taglines of the two companies. Harry’s is “A great shave at a fair price” while Target boasts “Expect More. Pay Less.”
“We started talking to Target about working together after we visited its headquarters for Design Week about two years ago and realized how much we have in common,” said Harry’s co-CEO, Andy Katz-Mayfield. “We have a great deal of confidence in their commitment to delivering a great experience to their guests and to Harry's customers, and our brands share many of the same values. For example, we both appreciate exceptional design, we’re focused on offering high-quality, affordable products and we always try to put customers first.”
The plan is for Target to carry a selection of the most popular products sold by Harry’s. REDcard members will get an additional five percent off their subscriptions along with free shipping on every order.
In Target’s stores, according to Mashable, Harry’s will get four feet of shelf space next to Gillette, displaying a selection of products including razors, shaving cream, face wash and other items. Harry’s products will go on sale on Target’s website on Aug. 10 and in its stores on Aug. 21.
“The men’s grooming industry is changing quickly. This evolution is largely driven by the way men are shopping these days. They’re extremely selective, buying online more than ever before, and also care more about expressing their personal style than past generations,” said John Butcher, senior vice president of beauty and personal care for Target. “Harry’s will help us build affinity with these guests, round out our existing men’s shaving assortment and further differentiate Target in this competitive space.”
Dollar Shave Club, Harry’s largest competitor in the shaving subscription space, was acquired by Unilever for a reported $1 billion last month.