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Men's Grooming Brand Oars + Alps Forms Retail Partnership With Ulta Beauty

October 1, 2018: 12:00 AM EST
Following a US$1.3 million seed-funding round in summer last year, male grooming brand Oars + Alps is partnering with Ulta Beauty to expand distribution beyond its own direct-to-consumer platform. It’s the brand’s first retail partnership, although it sells select items on Amazon’s Luxury Beauty store. Ulta will sell seven of the 23 Oars + Alps products on Ulta.com and in 300 stores. Co-founder and chief executive officer Mia Duchnowski claims the partnership can help boost awareness of the brand's products. The brand competes in category dominated by brands like Procter & Gamble's Gillette and Old Spice, and Unilever’s Axe.[Image Credit: © Oars + Alps]
Priya Rao , "Ulta continues to grow men’s grooming business with direct-to-consumer brand Oars and Alps", Digiday, October 01, 2018, © Digiday
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