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Mr Porter Gets Into Grooming

E-tailer filling out lifestyle offering with new category.

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Mr Porter is getting into grooming and will today launch a section dedicated to the category.

This story first appeared in the October 1, 2013 issue of WWD.  Subscribe Today.

The men’s e-tailer, operated by Compagnie Financière Richemont SA’s Net-a-porter, is looking to build out the lifestyle component of the site. Mr Porter will celebrate its third birthday in February and has expanded from ready-to-wear and accessories into home and technology, with limited grooming kits from Aesop.

“It’s the idea of the convenience of a one-stop shop,” said Mario Muttenthaler, director of sales and marketing. The site will carry 83 grooming products from eight brands, including Aesop, Baxter of California, Czech & Speake, D.R. Harris, Le Labo, Malin + Goetz, Perricone MD and Santa Maria Novella.

Retail prices range from about $18 for Baxter of California hair pomade to $650 for a Czech & Speake metallic manicure set in a leather bag. The offering will include moisturizers, shaving accessories, hair-care products, scented candles and fragrances.

Sam Kershaw, accessories buyer at Mr Porter who is also spearheading the grooming category, said there are plans to expand the offering. Heading toward spring and summer, the team will think about items like sun care, hairbrushes and combs.

Curating niche brands for this endeavor — some that are hardly known outside of London, where Mr Porter is headquartered — was intentional for Kershaw. There are a few more commercial brands in the mix, but for the most part, Mr Porter targeted smaller ones.

Asked if grooming will ever become a separate entity for Mr Porter, Muttenthaler said “not for now.”

“We feel that a category [for grooming] works best,” Muttenthaler said. “It complements what we do and it’s just an easy way for our customer to shop. They might buy a McQueen suit, something within technology, and buy a grooming product at the same time.”

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