Report: P&G looking to expand The Art of Shaving

CHICAGO It appears that Procter & Gamble soon may expand its chain of high-end men’s grooming stores, The Art of Shaving, which it purchased earlier this year to provide another platform for the company’s Gillette brand, according to a Reuters report.

“They’re very cautiously optimistic, not only about the business model that they have right now, but they are extremely excited about the growth potential,” Charles Wetzel, Buxton’s president and COO, told Reuters. Buxton is working with P&G on the Art of Shaving expansion.

Already changes in the existing stores have begun with an eye toward creating a “more customer-friendly and more inviting” shopping experience, Wetzel said. According to Reuters, the changes include more privacy in the barber areas; a richer, darker color palette; and upgraded displays for razors, lotions and oils.

Wetzel believed The Art of Shaving could reach up to 140 stores, with 20 to 40 opening each year. Wetzel also expected P&G will bring the brand to Canada, perhaps as soon as next year.

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