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Harry's & Flamingo: A smooth glide into new markets
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The Brand
Harry's traces back to a single bad experience at a drugstore, when co-founder Andy Katz-Mayfield waited for a clerk to unlock a glass case just to pay $25 for four razor blades wrapped in packaging that looked like it belonged on a spaceship. He called his old friend Jeff Raider, a co-founder of Warby Parker, and asked whether the same direct-to-consumer thinking that fixed eyewear could fix shaving. They launched Harry's in 2013, then made a bet few startups would dare: buying a 93-year-old German blade factory to control every part of the process, from steel to shipping. That bet worked, turning Harry's into one of the most recognized shaving brands in the world and forcing giants like Gillette to rethink their own pricing.
Along the way, Harry's noticed something unexpected: over a million women were already buying its razors. So in 2018, the company built something just for them: Flamingo, designed from the ground up around real curves, habits, and skin. Together, the two brands scaled across every major retailer in the country and beyond.
Challenge
Global growth meant navigating new complexity.
- Every market meant new localization work, from bilingual content for Canada to regulatory compliance in Germany
- Unauthorized sellers were already undercutting MAP pricing and winning the Buy Box abroad, eroding margin and trust
- Needed to launch into net new marketplaces, including Walmart CA, Walmart US 3P, UAE, and EU5, without disrupting the US 1P business
- With a lean team, success meant finding a partner who could move fast without breaking what already worked
Solution
Pattern introduced a data-backed international playbook built for global growth.
- Rebuilt US content and advertising for a Canadian audience, with bilingual PIM content and DAM setup to meet compliance requirements
- Sharpened the shopping experience with SEO and conversion-optimized A+ content
- Launched new Brand Stores for a consistent presence across every product family
- Enforced Buy Box control with Vorys eControl to clean up a chaotic seller landscape
- Handled Germany's regulatory for EU entry
- Managed budget with Destiny clearing the way for DSP retargeting and handle-to-refill cross-selling
- Aligned pricing to the US, eliminating arbitrage, and unlocking growth
- Laid the foundation for new marketplace launches across Walmart CA, Amazon US, UAE, and EU5
What's great about Pattern is it's a platform. It has the infrastructure—from the advertising to the digital shelf to the supply chain—and it allowed us to kind of jump forward into those global marketplaces–where it would have required hiring headcount or potentially hiring an agency, opening up offices, or building out a supply chain, which would have taken a lot of upfront investment.
From 30 SKUs to a full shelf
- Grew the Amazon CA catalog from 30 SKUs to 80+, mapping US assortment to Canadian demand
- Adapted Flamingo's top-performing shave gel page for Canada, driving 18%+ higher conversion and 241% more page views
- Turned SEO and New Brand Stores into a compounding organic sales channel
- Automated most of Flamingo's ad spend with Destiny, enabling full-funnel advertising such as DSP for product families and cross-selling refill campaigns.
- Recovered Buy Box ownership from 27% to 94%, eliminating arbitrage and aligning MAP pricing with the US.
Let’s talk. We accelerate brands on ecommerce.
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- Grow revenue by an average of 27% in the first year.
- Achieve profitable growth in ecommerce.
- Gain control of your brand across all marketplaces.
- Double your ecommerce resources at no cost.
- Expand to global marketplaces with ease.
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