Dive Brief:
- DTC men’s grooming brand Manscaped has formed a wholesale partnership with Tailored Brands to launch products in the company’s Men’s Wearhouse and Jos. A. Bank stores.
- Manscaped grooming tools are now available in 300 Men’s Wearhouse and 175 Jos. A. Bank stores across the U.S. as well as the retailers’ websites, according to a company press release.
- Featured products from Manscaped include the Weed Whacker, Lawn Mower, Shears and The Refined Package consisting of deodorant, toning spray, trimmer and groin wash.
Dive Insight:
The partnership between Manscaped and Tailored Brands is yet another example of a DTC brand seeking wholesale opportunities to expand its reach and acquire new customers. Such partnerships also allow traditional retailers to remain relevant, especially with younger consumers.
Manscaped currently sells its DTC products in 39 countries and on Amazon in 100 countries. Other retail partners include Target, Best Buy, Macy’s, Walgreens, and Military Exchanges in the U.S., Moores in Canada, Hairhouse and Woolworths in Australia, and Tesco in Ireland.
“When it comes to finding new retail partners, it is critical that we see a clear synergy between their brand and ours,” Paul Tran, founder and CEO of Manscaped, said in a statement. “This partnership is particularly exciting in that Tailored Brands handles the outfit, while we focus on everything underneath, resulting in the ultimate combination for men to look and feel their very best.”
Founded by Tran in 2016, Manscaped sought to fill a perceived void in the global men’s personal grooming market which has been valued at about $202 billion. The brand grew in three years from around $3 million to almost $300 million in net sales by 2021.
In November 2021, Manscaped announced a deal to go public with special purpose acquisition company Bright Lights Acquisition Corp. with an estimated enterprise valuation of $1 billion. However, by August of last year the agreement with Bright Lights was terminated as the two companies agreed to separate based on “unfavorable market conditions.”
Following the breakup, the brand secured a Series B funding round with Banner Ventures and Smash Ventures, the same company that also led the brand’s Series A round in 2020. Terms of the deal were not disclosed and Manscaped remains a private company.
Manscaped has regularly invested in marketing and social media as a way to grow the brand digitally and support its retail partners. The company has a long-term sponsorship arrangement with UFC as well as the NFL’s San Francisco 49ers.
And just prior to the dissolution of the Bright Lights deal, Manscaped announced a four-year partnership with comedian Pete Davidson to be an ambassador and investor in the company.
