Harry’s, the business that started life as a direct-to-consumer razor brand in the US, is to be sold in branches of Boots as the retailer steps offline in the UK for the first time.
The retailer will launch in more than 300 branches of Boots, starting tomorrow. It will use its own branded displays and points of sale in the same way as it did when launching in branches of Target in the US. There it says it took 50% of razor sales in just one month.
Harry’s says its partnership with Boots will bring its products to a large new potential audience.
Matt Hiscock, UK general manager at Harry’s, said: “Harry’s is thrilled to announce a new initiative to make Harry’s products available at Boots nationwide later this year. Harry’s was founded to deliver an exceptional grooming experience at a fair price, and we’re working with Boots to further that mission and reach as many guys as possible. We always put customers first, and believe that purchasing grooming products should be as simple and enjoyable as possible, online or in stores."
Harry’s says that its UK sales grew by 250% between 2017 and 2018 and this move will further its position in the market.
“Since we launched Harry’s DTC (direct-to-consumer) in the UK in 2017, we’ve really got to know our customers, which is one of the key facets of being a direct-to-consumer business,” said Hiscock. “We’ve had hundreds of conversations with them every day through our customer care team and have understood that guys would love to buy our product in traditional retail too. Boots are an obvious choice for us to partner with to exclusively launch the Harry’s brand at retail. They have such a rich heritage of being a trusted destination to find innovative new brands and products. We both want to bring quality items at great prices to lots of people and look forward to what’s to come.”
Online shoppers at Harry’s sign up to receive regular deliveries of razor blades and/or shaving gel in a subscription-style retail model. The move in-store will change the way that UK shoppers can now buy from the brand.
Image courtesy of Harry’s