After the Federal Trade Commission halted the sale of DTC shaving brand Billie to Procter & Gamble in 2020, Schick parent company Edgewell Personal Care bought the digitally native brand for $310 million in November 2021.
Part of the stated goal of the merger was to move the brand into brick-and-mortar retail. That expansion begins in February, with Billie launching at more than 4,000 Walmart stores across the U.S. (Billie products have been available on Walmart.com
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