Harry's, the online-only shaving brand and subscription service is becoming IRL.
Starting on Sunday, August 21, the direct to consumer company will be taking small real estate at Target retailers nationwide. Harry's will start shipping its products to Target via Target.com on Wednesday, August 10.
"It's a big moment for us, of course, to be able to offer our products at a place like Target," said Jeff Raider, co-founder of the brand, to Mashable, at the Harry's offices in NYC. If his name sounds familiar, it's because it is. Raider is the same co-founder who also launched another successful startup called Warby Parker, now worth over a billion dollars.
"When we looked for the right partner, we found that over 90 percent of our customers shopped at Target as well, so it only made sense."
The brand will take 4-feet of retail space with its own section, packaging and test razors on display. The signage includes a 4-foot tall razor along with products ranging from Harry's razors, face wash, after shave and shaving cream, among others. The space will sit right next to traditional brands like Gillette, a household name that inspired Raider and co-founder Andy Katz-Mayfield to get into the business in the first place.
"Our products won't be locked up behind plastic lock and key, something that frustrated the experience of buying razors in the first place," said Raider.
"It'll be premium, have great packaging, and will be a lot more affordable than competitors," he said.
It's no surprise shaving has become enticing for Target. Harry's biggest competitor, Dollar Shave Club, was just acquired by Unilever for a billion dollars.
The entire men's grooming business in general is booming. It's projected by 2018, the grooming business will hit $21 billion that year alone.
Since launching in 2013, Harry's has acquired over 2 million customers. The brand even purchased a 95-year old German factory to manufacture its razors for $100 million.
"We found that it's quite a complicated process and takes precision and skill," said Raider. "You only get one chance to make that first impression so we needed to get the razor exactly right."
The brand says it won't follow in Dollar Shave Club's lead.
"Our goal is to be a trusted brand in shaving that has a legacy of 100 years," said Raider.
"We're here to stay."
