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Harry’s Is Another Brand That Has Extended Its Reach Beyond D2C

January 3, 2019: 12:00 AM EST
The Harry’s grooming brand is just one of many personal care and beauty brands that are expanding beyond their online direct-to-consumer origins to move into physical retail. It is now available in mass retail, in chains such as Target and Walmart. At the New York Retail Innovation Week event, people from Harry’s will talk about how it builds consumer loyalty through quality and convenience. In an interview, VP of marketing, Lorna Peters, said Harry’s is using the omnichannel approach now to reach men wherever they prefer to shop, and that includes mass retail. Harry’s is vertically integrated. It owns the blade factory in Eisfeld, Germany, which gives the company more control over its supply chain. Harry’s has also focused on maintaining clear communications with its customers, which is the main reason for its launch through the D2C channel, and Peters said the company has been able to learn a lot about the values men have. [Image Credit: © Harry's, Inc]
Catherine Ollinger, "NYRIW Preview: Men’s Grooming Brand Harry’s On Maintaining A Consumer-Centric Approach", PSFK, January 03, 2019, © PSFK LLC
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