Target (NYSE:TGT) is partnering with subscription shave system Bevel from Walker & Co. to expand its men's grooming assortment and reach with two important consumer groups.
Bevel arrived at Target.com on Feb. 1 and marks the first time the products have been available outside the monthly subscription model. Shoppers can buy items separately or set up a subscription through Target.com.
Products are also expected to be available in stores, according to Bevel founder and CEO Tristan Walker. According to the company's research, there was a good deal of crossover between Bevel customers and Target shoppers. The goal is to make products available outside the subscription model at a retailer Bevel customers already frequent, Walker said in a blog post.
The partnership ticks two boxes for Target: millennials and minorities. Men's grooming is a particularly hot category at the moment as more men, particularly young men, grow beards. Bevel's products are designed specifically for men with coarse or curly hair and boasts Magic Johnson and John Legend as investors, in addition to Google Ventures.
The shave category is being disrupted by online retailers such as Harry's and the Dollar Shave Club. Target's partnership is a first for a traditional retailer to incorporate a growing online brand with an existing subscription model into its own. Last summer, Sephora launched a beauty box subscription program.
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