Walmart Helps Harry's Expand Its Retail Presence

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Walmart Helps Harry's Expand Its Retail Presence

By Patrycja Malinowska - 05/28/2018

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Walmart is targeting Millennials with the addition of digital-native men's grooming brand Harry's to its product assortment.

The mass merchant officially welcomed Harry's at some 2,200 stores on May 21, expanding the hip brand's reach beyond Target — where it made its brick-and-mortar debut in 2016. The plan is to add the products to more stores by the end of the year.

As it did for its Target launch, Harry's is giving Walmart an exclusive item: a razor in a blue color similar to Walmart's logo. The brand secures high visibility in stores with a splashy endcap display depicting a four-foot-tall version of the brand's signature orange razor. (Category leader Procter & Gamble's Gillette, meanwhile, commands an extensive in-line display adjacent to the endcap.)

Harry's products also are available on walmart.com, spanning 10 items including razors, shaving gel, face lotion and blade refills. The brand is plugged with a rotating carousel ad on the personal care category landing page.

Harry's co-founder Andy Katz-Mayfield reportedly indicated that the goal of expanding to Walmart is to be where Harry's customers are — the same reasoning provided during the brand's Target launch, when he said that Target has built a brand similar to Harry's and "understands that younger brands require a different set of rules." Walmart seems to be learning these rules, with acquisitions of digital brands such as Modcloth and Bonobos as well as its recent website redesign — all part of its strategy to appeal to the next generation of consumers.

Harry's, which launched as an online-only subscription service in 2013, also is available at some J. Crew stores and sold on Amazon.