Harry's collection at Target, August 2016 - Photo: Target
When Harry’s and Target announced the deal that brought the shaving product’s brand into the retailer’s stores, it was positioned as a meeting of kindred spirits. It appears, nearly two years later, that Harry’s has met yet another friend with a report that the brand’s products will be rolled out in 2,200 Walmart stores in the U.S. on May 21.
Harry’s, which started out as an online brand in 2013, began selling on Target’s shelves in August 2016. The move was seen by many as a means for Harry’s to better compete with its rival, Dollar Shave Club. Target allocated four-feet of shelf space for Harry's along with end-caps in many stores as the retailer sought to drive foot traffic, particularly among younger consumers.
It is not clear what the display and promotional plan will be for Harry’s products in Walmart. The company has created an exclusive “Truman-style razor in a surf-blue color similar to Walmart’s logo,” according to Bloomberg. As with Target, the deal is expected to help Walmart attract the younger consumers, particularly Millennials, who are the primary purchasers of Harry’s products.
At the time of the Target deal, Harry’s co-CEO Andy Katz-Mayfield said his visits with the retailer’s management led him to realize how much the two companies held in common.
“Our brands share many of the same values,” Mr. Katz-Mayfield said at the time. “For example, we both appreciate exceptional design, we’re focused on offering high-quality, affordable products and we always try to put customers first.”