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Dollar Shave Club succeeded in a similarly “boring” category.

• ams6110 9y ago
  Well they were able to subvert the "Gillette" pricing strategy (give away the shaver and sell the blades). There was a lot of margin in the prevailing blade prices that they could undercut and still make money. Offtopic, for me the best value in shaving is to buy an old-fashioned "safety razor" with the replaceable double-sided blades. The blades are dirt cheap and in my experience are sharper than what you get in other multi-blade shavers.
  • arcanus 9y ago
    > There was a lot of margin in the prevailing blade prices that they could undercut and still make money. I also suspect they do not have fat margins on the razors, but the ancillary purchases you can throw in with your monthly razor delivery: shaving cream, aftershave, etc.
• gruez 9y ago
  They succeeded because they were cheap. Those toothbrushes are pretty expensive (compared to $1/each brand name toothbrushes on sale)