“Our category expansion was inspired by what our customers told us they want and need,” says Ian Rosen, EVP Digital and Strategy, in a recent press release about the new venture. According to the company, the addition of grooming products was in the works even before the COVID-19 pandemic.
And data shared in the release suggests that consumer interest in grooming has only gone up over the past year with 40% of men having grown facial hair and that Pinterest searches for men’s hair styling is up significantly.
Rosen credits the company’s propensity to respond to consumer requests as a reason for success over the years, “As a third generation Rosen, I watched my grandfather build a heritage of trust that Canadian men have counted on since 1954,” he says, adding that “Grooming is now a part of that legacy.”
Meeting consumer demand for personal care products without diluting the brand
Harry Rosen hasn’t launched a private label men’s grooming collection. Instead the luxury men’s wear company has added an ecommerce offering to their site and is sell products from already popular brands including Schaf, Wise, Tom Ford (fragrance and complexion products), Ermenegildo Zegna, Bon Parfumeur, Creed, Kilian, and more.
All told, there are over 400 products on the site and 25% of the brands are Canada-based. According to this month’s release, “It…showcases best-in-class products at a range of price points, with the goal of establishing Harry Rosen as the destination for men's grooming. With a selection of the finest blades, brushes, beard oils, shaving soaps, skincare and fragrances to suit each unique individual, every man has the opportunity to elevate their grooming routine.”
Dropship solutions streamline online beauty and grooming sales
Harry Rosen is working with Convictional, a B2B—and now B2C—trade network to make product sales simple. Using a supplier enablement platform, Convictional facilitates drop shipment of products directly to consumers so the retailer never has to be concerned with inventory or fulfillment.
The men’s ware retailer has plans to use this model to expand its business into other product sectors as well. According to Rosen, “We've only just begun. We welcome other brand partners in the grooming space and plan to expand into more categories including watches, fitness gear and apparel and home.”