Bic on Wednesday announced a partnership with Amazon to sell a new brand of razors only online in the United States, which is a new attempt by the French group to adapt to this market disrupted by e-commerce. This partnership is also a direct extension of Bic’s transformation plan announced at the start of the year, aimed in particular at bringing the group closer to its end customers thanks to new digital tools.
Called “Made for YOU”, the new brand of Bic razors in the United States will be sold exclusively on Amazon. It will initially offer a single 5-blade razor, rechargeable and unisex, according to a press release. Bic’s razor business has struggled for two years, and in particular in the United States, where many new online players have entered this market with subscription offers, significantly lowering prices and plummeting the segment. non-rechargeable.
Administrative positions eliminated to make way for digital professions
Last year, global sales of Bic razors fell 4.7% to 438 million euros (+ 1.7% at constant exchange rates and perimeter), after declining 2.7% on last year. The group had already started to react in 2017 by launching its own online subscription offer in razors, the “Bic Shave Club”, first in France and then in the United Kingdom.
As part of its transformation plan for 2022, Bic announced in early June its intention to cut 450 positions in its administrative functions, including a hundred at its headquarters in Clichy (Hauts-de-Seine), while planning to create in at the same time 400 new jobs in new digital professions, almost half of which in Bulgaria.