Ahead of partaking in the panel Why Consumer-Centric Brands Win on January 15, Harry's VP of marketing, Lorna Peters, explains the digital-first brand's journey from DTC to selling with mass retailers all whilst maintaining its commitment to consumer needs and values

Harry's is a different kind of men's grooming and personal care brand. Starting out direct-to-consumer, the company now reaches many men where they already shop, placing products in mass retailers like Target and Walmart, while still maintaining vertical integration and control over all aspects of production to deliver high-quality products.

Harry's founders started the brand because they were tired of over-designed and overpriced razors, the performance of which let them down, or alternatively were difficult to source. Accordingly, they created high-quality blades crafted at their own factory in Germany that are then shipped directly to consumers' doorsteps, as well as placed them in select retailers to get men the supplies they need wherever they shop, embracing the flexibility of an omnichannel model.

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