Target welcomes Harry's shave

Mike Mozart / CC BY 2.0

Target (NYSE:TGT) is partnering with Harry's to carry select men's grooming products in stores and online.

Target will carry a selection of Harry's most popular items. There is also a limited-edition starter kit with a sampling of skincare items and a custom razor in Target's signature red for $5.

This is Harry's first foray into the mass market. The brand has largely been available online only, where guys can subscribe to a service that sends replacement blades and product. Target shoppers will be able to subscribe through at a discounted price, getting 5 percent off and free shipping.

"With companies like Harry's, the men's grooming industry is changing quickly. This evolution is largely driven by the way men are shopping these days," said John Butcher, Target SVP of beauty and personal care. "Harry's will help us build affinity with these guests, round out our existing men's shaving assortment and further differentiate Target in this competitive space."

Products will be available through Target's website on August 10 and will begin rolling out to all stores on August 21.

Men's grooming is a booming business. In July, Unilever paid $1 billion for Dollar Shave Club, a direct competitor to Harry's. Target has also been carrying subscription shave system Bevel­ from Walker & Co. in stores and online.

For more:
- see this Target blog post