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Bloomberg reports that Flamingo, the direct-to-consumer hair removal and body-care brand for women created by Harry’s, which provided some significant disruption to the men’s shaving segment, now will be sold in Target stores around the country.

Flamingo was announced last fall, and its razors, wax strips, lotions and gels have been available online, but this is its first availability in a bricks-and-mortar location. The company has said that its online sales far exceeded expectations, and it actually ran out of some items because of high demand.

Bloomberg writes that the deal with Target “positions Flamingo as a direct threat to Procter & Gamble Co., which has sold Gillette Venus razors for women since 2001 and whose men’s shaving lines are facing new competition from the likes of Harry’s and Dollar Shave Club. And it’s a big sector: Each year, women spend $1.1 billion on razors and blades in the U.S., according to 2017 statistics from Euromonitor. Tack on $179 million for hair removers and bleaches, and $141 million in pre-shave products like lotions or foams, and you’re looking at a $1.4 billion women’s hair-removal market up for grabs.”
KC's View:
Give Target a lot of credit, too, for making deals with disruptive brands such as Harry’s and Flamingo - you can add Quip to the list - and turning itself into as bricks-and-mortar source for these online brands. It keeps Target looking current, and gives those brands a way to assess the opportunities available with such retailers.