Last week, Procter & Gamble (P&G) announced that plans to acquire razor startup Billie will be halted following a US Federal Trade Commission lawsuit to terminate the deal.

Last year, Edgewell Personal Care abandoned its debt-heavy $ 1.37 billion deal for Harry’s, Inc., which was previously valued at $ 1 billion after the FTC tried to block the acquisition.

In addition to these FTC challenges, it’s now becoming clear that relying on VC-subsidized products and partying outrageous reviews can be problematic for D2C brands. With a few wonderful and rare exceptions like Rothy’s (which grossed $ 42 million but was profitable to begin with and had $ 140 million in sales within two years of its launch), D2C …



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