P&G Scraps Deal to Buy Billie Razor Startup

Procter & Gamble has called off its planned takeover of women’s razor startup Billie, citing

Procter & Gamble has called off its planned takeover of women’s razor startup Billie, citing regulatory action to block the offer as anti-competitive.

The Federal Trade Commission filed a grievance last thirty day period alleging the offer was “likely to outcome in substantial harm by reducing levels of competition among the market leader and an essential and increasing head-to-head competitor.”

P&G owns the Gillette razor brand while Billie has located a market area of interest by offering discounted women’s razors and attacking the marketplace for its “pink tax” exercise of charging more for women’s solutions.

“We ended up unhappy by the FTC’s choice and preserve there was exciting likely in combining Billie with P&G to superior provide more people around the environment,” the firms said in a joint statement on Tuesday.

On the other hand, they additional, “after because of thought, we have mutually agreed that it is in both equally companies’ most effective interests not to engage in a extended legal problem, but instead to terminate our settlement and refocus our sources on other organization priorities.”

P&G announced in January 2020 it would acquire New York-based mostly Billie for an undisclosed sum. The consumer solutions large said the subscription-based mostly, immediate-to-consumer brand “complemented” its individual razor item portfolio dominated by the Gillette and Venus makes.

“The proposed acquisition came soon after decades of declining market share for P&G as comparable digitally-focused lower price razor competitors, these kinds of as Greenback Shave Club and Harry’s, emerged to problem the company’s around the world dominance in shaving,” the Cincinnati Enquirer said.

Grooming was the only device that posted a profits decline when P&G noted its quarterly final results in Oct 2019.  The invest in of Billie will “allow us to more arrive at millennial and Gen Z women of all ages via a clean, bold mindset,” the unit’s main government said.

But the FTC claimed the merger would very likely harm people via higher charges for women’s razors and “arrests Billie’s progress as it was on the cusp of increasing into brick-and-mortar retail suppliers.”

“Procter & Gamble’s abandonment of the acquisition of Billie is very good information for people who value lower charges, high-quality, and innovation,” Ian Conner, director of the FTC’s bureau of levels of competition, said Tuesday.

Courtesy of P&G
Federal Trade Commission, Gillette, P&G, Procter & Gamble, razors, Takeover