Dive Brief:
- DTC personal care brand Harry’s Inc. has rebranded as Mammoth Brands as a way to better describe its growing roster of like-minded companies, according to a press release.
- Mammoth Brands seeks to add more complementary brands to its current stable of razor and deodorant labels, comprised of Harry’s, Flamingo, Lumē and Mando.
- The company chose the name Mammoth because its founders envision each brand being able to scale into category leaders.
Dive Insight:
Mammoth Brands is taking what it learned about consumer packaged goods when it first launched Harry’s and giving its portfolio of brands the support and independence they need to run and build their businesses.
“We chose the name Mammoth because it reflects the breadth and scale of the business we’ve been building, and our vision for the future,” co-CEO Andy Katz-Mayfield said in a statement. “Our success to date has been a result of our deep, direct relationship with our customers, and a commitment to making brands and products that they love.”
Under Harry’s Inc. the company has focused on building a conglomerate of CPG brands since it launched in 2013. Harry’s was part of a $1.37 billion acquisition deal with Schick owner Edgewell Personal Care Company in 2019, which was subsequently blocked from happening by the Federal Trade Commission in early 2020.
The company was then valued at $1.7 billion in 2021 after a private fundraising round of $155 million, which it planned to use for acquiring other brands. Its first acquisition was for the all-body deodorant brand Lumē in late 2021.
Harry’s last year filed confidentially with U.S. regulators for an initial public offering, per Reuters. The still privately-held company reported revenue of $835 million in 2024 and said it had a 20% revenue compound annual growth rate over the past five years.
Early this month, the Harry’s brand launched a complete brand refresh as part of a marketing campaign called “Man, That Feels Good.” The campaign includes several advertising spots as well as design changes to its packaging, logo, color palette and photography.
“As founders ourselves, we’ve lived the journey of scaling brands in CPG,” co-CEO Jeff Raider said in a statement. “We recognize that founders know what works best for their brands and customers. When they join Mammoth Brands, they maintain the freedom to pursue their vision, and they get the support and capabilities — best-in-class talent, retail relationships, operational infrastructure — to unlock their full potential.”