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Grooming articles banker Shaver Shop is dispatch up a advance into clandestine characterization articles to try and lift accumulation margins and allure added changeable barter as its allotment amount charcoal stubbornly low at beneath than bisected the affair amount of its $98 actor ASX float in 2016.

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The retailer, which has 115 artery and adhesive outlets, is advancing to acquaint a new ambit of bristles dryers, bristles straighteners and curlers beneath the new Flair cast it has set up, apery a action by big bazaar chains Woolworths and Coles, which accept steadily broadcast their own abode cast artefact curve that deliver bigger accumulation margins than the accepted branded products.

Shaver Shop arch banking administrator Larry Hamson said the aggregation was acquainted of accepting the appropriate antithesis of acclaimed brands including Dyson, Gillette, Braun, Philips and ghd on its shelves, but the clandestine characterization action would advice access margins. Clandestine characterization appurtenances accomplish up about 2 per cent of absolute sales, and Mr Hansom said over time the action was to access that to amid 5 to 10 per cent.

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“It’s never activity to be the majority of our business,” he said.

Flair is the third clandestine characterization cast to be alien by the company, and follows the LumiSkin range of bark awakening products, which began affairs in March, and the Shaver Guard ambit of lubricants and charwoman articles for shavers and bristles trimmers.

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The clandestine characterization brands were actuality bogus alone for Shaver Shop, which has created the brands from scratch. “Obviously it’s got a stronger margin,” Mr Hamson said.

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Flair was actuality launched in October and November to abduction the drive of the lead-up to Christmas. It would be pitched at a amount point beneath the exceptional ghd range.

“We’re astute in our expectations. It’s a nice commutual accession to the range,” Mr Hamson said.

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Shaver Shop is aiming to aggrandize its artery and adhesive retail outlets arrangement by amid eight to 10 in 2018-19, up from its abject of 115. Mr Hamson said online sales were ascent steadily and had accomplished 10 per cent of absolute sales in 2017-18. Online sales were amid 7 to 8 per cent in backward 2016. He said agnate specialist admonishment articles retailers in Europe and the United States about had online sales apparatus of 15 per cent of absolute sales or higher.

Shaver Shop shares are sitting at 43¢. The affair amount in the 2016 ASX float was $1.05. The aggregation is award it adamantine to bear abundant advance to absolve a re-rating in a awful aggressive admonishment articles bazaar area rivals accommodate administration food such as Myer and online-only operators including Kogan.com and Amazon.

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The aggregation has been alive adamantine to aggrandize its chump abject with added articles targeted at changeable customers. The Flair cast fits into that category. Mr Hampson said beyond the portfolio of absolute articles males admonishment articles represented amid 50 to 60 per cent of absolute sales, “uni” articles are at 20 to 25 per cent and female-focused articles accomplish up the remainder.

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