Since launching in 2013, Harry's products have primarily been sold directly to consumers via Harrys.com. In August 2016, Harry's launched their first mass retail partnership exclusively with Target. Breaking the model of locked-up razors and blister packs, we developed simple, clean packaging designs that resonate with modern shoppers. We sought to holistically connect with Target's guests using high-quality photographic imagery of our razor handles and forward-facing five-blade cartridges. Each handle color option matches the paper-molded tray inside, which holds a custom-fit bundle of Harry's products.
The process of bringing Harry's to life at Target was highly collaborative, and we worked together on everything from selecting the product assortment to developing the marketing campaign. Our shared commitment to provide and make exceptional, high-quality and affordable products to our customers and guests set a strong foundation for our partnership. Harry's launched in-store with an internally designed four-foot section within the men's grooming aisle, housing an exclusive offering and packaging found only at Target.
At Target, Harry's made an impact shortly after launch. Within weeks of appearing in nearly 1,800 Target stores, Harry's grabbed 10% share of the retailer's cartridge sales and nearly 50% of razor handle sales, according to Nielsen data.