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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
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Where audience intelligence meets impact
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The definitive segmentation and audience toolkit for streaming video
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsroom.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsroom.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Dollar Shave Club, founded two years before Harry’s, was the startup that initiated disruption of a men’s shaving market that was relying on retailers to sell their razors on the cheap and their blades at a high premium. Unilever three years ago grabbed Dollar Shave, and its talent and e-commerce chops for $1 billion.
Now it’s Harry’s turn to give over its expertise and operations to a legacy company. Edgewell, which traces its roots to 1875 with the founding of Personna, now operates in more than 50 markets globally, including the U.S., Canada, Mexico, Germany, Japan and Australia. The conglomerate emerged during a 2015 spinoff involving Energizer Holdings, according to the company’s website.
The tie-up promises to deliver efficiencies and growth opportunities to Harry’s, the companies said, including Edgewell’s retailer relationships, research and development, supply chain, manufacturing, global scale and distribution. Edgewell, meanwhile, “will incorporate Harry’s technology and web platform, data and analytics, digital and performance marketing, shopper experience and engagement capabilities to drive growth,” according to the release. The companies expect to generate about $20 million of EBITDA in annual cost savings by 2023, driven by international expansion, product and brand enhancement and new brand and category launches.
Perhaps most important, though, is that Edgewell, in Harry’s, will garner a customer relationship that is virtually impossible to achieve and nurture when selling through traditional retailers, according to Matt Sargent, SVP of retail at consulting firm Magid. “If you look at traditional brands — because of their scale and the way they’ve set themselves up — they’ve been insulated from the consumer. They’ve developed an efficient model and really a profitable model, but the problem with that, and what direct-to-consumers have, is that whole ecosystem that allows them to know how the consumer interacts with a brand.”
While the nearly $1.4 billion price tag may seem steep, and eclipses even the Dollar Shave purchase, it’s well worth it considering that the old way of distribution and branding consumer products is on its way out, according to Sargent. That’s true even though the level of interaction between direct-to-consumer companies and their customers destroys well established efficiencies. “Yes, this does make the traditional model inefficient, but here’s the problem — the traditional model is disintegrating and is not going to be here much longer,” he said.
View the original post on Retail Dive.
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