Energizer Bunny Keeps on Going into Shaving Business

Discussion
Jan 21, 2003
George Anderson

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
deal?


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.
[George
Anderson – Moderator
]

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