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Direct-to-consumer juggernaut Harry’s Inc. has ambitions to create a family of next-generation CPG brands.
That’s because the budding conglomerate doesn’t want the capabilities it developed while scaling Harry’s to go to waste, and instead utilize those to build new product lines that will disrupt other CPG categories, according to Tehmina Haider, vp and head of the parent’s brand development arm Harry’s Labs. In a discussion during Adweek’s Elevate: Future of Shopping virtual summit, she said that the company has its eye on categories such as home and wellness, which it believes remain important to consumers as they emerge from the pandemic.
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