Unilever's Dollar Shave Club to expand to Europe in 2018
American grooming merchant Dollar Shave Club, part of Anglo-Dutch Unilever, plans to expand to Europe in 2018. CEO Michael Dubin announced the expansion during a talk at Shoptalk Europe in Copenhagen, according to Essential Retail. Dubin did not disclose to what markets the company will expand in the new year.
Dollar Shave Club was founded in 2012 as a subscription-based shaving delivery company. As the company quickly grew, in 2016 it had 3.2 million members, it developed into a grooming business adding products such as shower gel, hand cream, hair pomade and traveling kits to its range.
In 2016 Dutch-British consumer goods company Unilever acquired Dollar Shave Club for $1 billion, one of the largest deals in ecommerce history. The European expansion will be part of the company’s further growth, made possible by the acquisition. Dollar Shave Club aims to “[become] the easiest place to get the things you use in your bathroom,” said Dubin during the talk.
Customers can apply for a membership on the Dollar Shave Club website. From there they are able to choose a set of razors, receiving replacement cartridges automatically for either $3, $6 or $9 a month. Starter sets are available from $5 featuring a set of razors and daily essentials. Non-shaving products start at $4 for lip balm and go up to $18 for a shampoo and conditioner bundle.
The exact dates and markets of Dollar Shave Club’s European expansion will be announced in the coming months.
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