LeBron James’ The Shop launches men’s grooming line at Walmart

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Dive Brief:

  • The Shop announced this week the launch of a men’s grooming line of skin, hair and beard care products at Walmart, according to a press release on Monday. The Shop is within The SpringHill Company founded by LeBron James and business partner Maverick Carter.
  • To coincide with the release, The Shop also launched a digital campaign titled “Be The Face” featuring James, Carter and The Shop’s co-creator Paul Rivera in digital ads and billboards, including at New York’s Times Square.
  • The new line boasts seven grooming products that are vegan, cruelty-free and at accessible price points to be sold exclusively at over 1,600 Walmart stores and on the retailer’s website. The line is also available on The Shop’s website.

Dive Insight:

The partnership between The Shop and Walmart marks a milestone for the brand’s evolution from a show to physical products of the same name. 

“The Walmart partnership made sense for The Shop not only for their retail expertise but also as an on-ramp for The Shop brand to get into communities across the country,” Rivera told Retail Dive in an email. “The Shop has always been about empowering our communities and this partnership has allowed us to double down on that mission.”

“The Shop” show was created in 2018 by Rivera and Randy Mims, James’ longtime friend and associate, to bring together artists, athletes, entertainers and advocates alike for what it describes as “unfiltered conversations.”

The Emmy Award-winning series, now in its seventh season, airs on The Shop’s YouTube channel and in audio form on podcast platforms such as Spotify and Apple. On the show, executive produced by James, a variety of special guests gather in various barber shops to chat candidly about sports, music and pop culture, among other topics.

“We created The Shop out of a deep love and passion for the barbershop experience,” said Rivera in a press release on Monday. “Our show was designed to bring people inside the shop for the debates, the arguments, and the therapy you can only get at a true neighborhood spot.”

Creating a line of products will “give people another way to experience a truly great barbershop,” said Rivera.

Developed in partnership with Parlux Ltd., the line includes an exfoliating face wash, shave cream, anti-bump aftershave toner, beard cream, pomade and hydrating face lotion, as well as a shampoo and conditioner.

“Walmart is committed to broadening its product range and introducing new brands to captivate customers,” Creighton Kiper, vice president of merchandising and beauty at Walmart U.S., said in the release. “We’re so excited to welcome The Shop and their new line of men’s grooming products to our growing assortment and believe our customers will love the high-performance products at an exceptional value.”

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