Unilever's Dollar Shave Club to expand to Europe in 2018

American grooming merchant Dollar Shave Club, part of Anglo-Dutch Unilever, plans to expand to Europe in 2018. CEO Michael Dubin announced the expansion during a talk at Shoptalk Europe in Copenhagen, according to Essential Retail. Dubin did not disclose to what markets the company will expand in the new year.


Dollar Shave Club products - Photo: Archive

Dollar Shave Club was founded in 2012 as a subscription-based shaving delivery company. As the company quickly grew, in 2016 it had 3.2 million members, it developed into a grooming business adding products such as shower gel, hand cream, hair pomade and traveling kits to its range.

In 2016 Dutch-British consumer goods company Unilever acquired Dollar Shave Club for $1 billion, one of the largest deals in ecommerce history. The European expansion will be part of the company’s further growth, made possible by the acquisition. Dollar Shave Club aims to “[become] the easiest place to get the things you use in your bathroom,” said Dubin during the talk.

Customers can apply for a membership on the Dollar Shave Club website. From there they are able to choose a set of razors, receiving replacement cartridges automatically for either $3, $6 or $9 a month. Starter sets are available from $5 featuring a set of razors and daily essentials. Non-shaving products start at $4 for lip balm and go up to $18 for a shampoo and conditioner bundle.

The exact dates and markets of Dollar Shave Club’s European expansion will be announced in the coming months.  

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