São Paulo - Unilever announced a major acquisition, which can expand its business model.
The club Dollar Shave Club subscriptions are in a market of more than US $ 42 billion in sales: male shaving products. To enter this billionaire segment, Unilever paid $ 1 billion for the startup.
The turnover of the purchased company was $ 152 million in 2015 and expected to exceed $ 200 million this year.
The multinational has not had any of razors brand and the acquisition complements the portfolio of men's products from the brands Dove Men + Care and Axe.
However, she did not just bought blades, gel and shaving cream, said President Paul Polman in conference call with analysts. Unilever also gained experience in a new model subscription sales.
The Dollar Shave Club, which actually charges two dollars delivery rate, won 3.2 million subscribers since its creation in 2012.
The idea of receiving commodities monthly at the door especially attracts the "attractive" young public millennials, or Generation Y.
For Polman, the startup has "an innovative and disruptive brand with loyal consumers, diverse and highly engaged."
Information on this public, inclusive, are also valuable for Unilever. "In addition to their insights and unique data on consumers, the Dollar Shave Club is a leader in its direct sales to the consumer sector," the company said in the announcement of the acquisition.
According to the President, the subscription sales model can be expanded to other products and markets.
Unilever had net income of 2.51 billion euros ($ 2.77 billion) in the first half of the year, 2% above the same period last year.
The multinational revenue fell 2.6% on the year to 26.3 billion euros.
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