The fast-growing online razor market saw another development yesterday with ShaveMOB.com announcing the acquisition of 800Razors, a US-based rival.
The move follows Unilever’s recent deal to buy Dollar Shave Club (DSC), the market leader in the online razor sector which has been challenging traditional players such as Gillette.
ShaveMOB.com said the acquisition will drive further e-commerce growth for its business by expanding its customer base and brand equity. 800Razors has invested millions of dollars in the development of its brand and building a media footprint through partnerships with famous athletes.
“Our entire team is excited to bring 800Razors into the fold. We are confident we can fulfill ShaveMOB.com’s brand promise and provide the best value to existing customers with a better shaving experience than they’ve come to expect, at a fraction of the cost,” said Zach Randall, Founder and CEO.
Whilst ShaveMOB.com does offer its own shaving cream, 800Razors sells a more extensive range of personal care products including lotions, soaps, and creams.
- The real issue is what other categories will evolve via the same model…
- And the consequences for those in the category that can only manage second best…