Harry’s to Expand Roster of CPG Brands with New Funding

Harry’s house of brands might be on its way to becoming a mansion. Last week the company announced a $155 million Series E, which will be used to bring more brands under its umbrella.

CPG family tree: Most of the cash will go toward buying and integrating omnichannel CPG brands into Harry’s roster, which includes everything from personal care to pet products.

• Harry’s will also funnel the new capital toward design, marketing, consumer insights, and DTC expertise.
• The round brings Harry’s valuation to $1.7 billion.

Brands on brands: Harry’s isn’t the only DTC company taking the “house of brands” approach.

• Thirty Madison raised $47 million in new funding last August to expand its DTC offering of consumer products to treat chronic indigestion, migraines, and hair loss.
• Last May, Helix Sleep launched Allform, which sells custom-made sofas and sectionals.

Looking ahead: Harry’s is looking to snap up brands that 1) operate in segements with unmet consumer demand and 2) it feels it can support with the branding, design, DTC, and go-to-market infrastructure it has already built, Tehmina Haider, head of Harry’s Labs, told Retail Brew.