Dollar Shave Club CEO says the company is returning to its irreverent roots after Unilever ‘neutered the voice of the brand’

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Unilever, after paying a record $1 billion for the company, offloaded a majority stake to private-equity firm Nexus Capital Management in 2023 for an undisclosed sum. And although Unilever never broke out Dollar Shave Club’s results, former Unilever CEO Hein Schumacher said at the time of the sale: “Not all of our acquisitions have delivered, and we’ve made some unsuccessful attempts to move away from our core.”Addressing a room full of employees assembled for a ribbon-cutting ceremony at the company’s new headquarters in Durham, N.C., earlier this month, Bodner was optimistic but candid as he spoke of “bringing the brand back.” In an interview with Fortune, Bodner went even further.Post-acquisition, Unilever moved the brand away from its core values while also scaling back its investment in product quality, said Bodner.“They neutered the voice of the brand. They tried to make it too corporate, and they lost that irreverent, ‘on the edge’ humor. And when you do that, you lose the consumer,” he said.Since prior leadership under Unilever was worried about cannibalizing its bread-and-butter consumer sales, it was also slower than its competitors, like Harry’s, in releasing products in stores, Bodner said.The company is now trying to rectify both mistakes, Bodner added, despite declines in the DTC business model that has plagued others like Casper, Allbirds, and Stitch Fix.A spokesperson for Unilever did not immediately respond to Fortune’s request for comment.Dubin, who reportedly snagged a $90 million payout during the Unilever acquisition, left in 2021, but his 2012 viral video, “Our Blades Are F***ing Great,” still defines the company’s culture. In fact, there is a framed photo of a poster featured in the video in its Durham office.While the original video was peak millennial humor, Bodner shies away from the idea that Dollar Shave Club is a “millennial” brand and said internal data shows the company is tracking well with Gen Z.The 62-year-old experienced CEO has led the company’s efforts to head back to its roots and target young consumers with a new ad campaign for a redesigned razor, which launched earlier this month, as well as a foray into college-themed razor handles. The company’s new College Razor Handles collection, for which it collaborated with Walmart, is part of its efforts to expand its retail footprint. But Bodner is clear that the brand is “not ignoring DTC,” because delivering razors is still an essential need for its convenience-seeking customers.Terms and Privacy PolicyPrivacy & Cookie SettingsMore InfoS&P 5006,711.20 +22.74 (+0.34%)Dow 3046,441.10 +43.21 (+0.09%)Nasdaq22,755.16 +95.15 (+0.42%)Russell 20002,442.35 +5.87 (+0.24%)VIX16.29 +0.01 (+0.06%)Gold3,885.60 -11.90 (-0.31%)PortfolioSign in to access your portfolioSign inTop gainersFLNC Fluence Energy, Inc. 13.45 +2.65 (+24.54%)MENS Jyong Biotech Ltd. 47.86 +8.48 (+21.53%)QS QuantumScape Corporation 14.59 +2.27 (+18.43%)AES The AES Corporation 15.37 +2.21 (+16.79%)ASTS AST SpaceMobile, Inc. 56.94 +7.86 (+16.01%)Top losersWIX Wix.com Ltd. 153.79 -23.84 (-13.42%)WOLF Wolfspeed, Inc. 24.83 -3.77 (-13.18%)RDDT Reddit, Inc. 202.60 -27.39 (-11.91%)SLNO Soleno Therapeutics, Inc. 60.12 -7.48 (-11.07%)CTVA Corteva, Inc. 61.47 -6.16 (-9.11%)Most activePLUG Plug Power Inc. 2.9300 +0.6000 (+25.75%)SNAP Snap Inc. 7.71 0.00 (0.00%)OPEN Opendoor Technologies Inc. 8.06 +0.09 (+1.13%)NVDA NVIDIA Corporation 187.24 +0.67 (+0.36%)INTC Intel Corporation 35.94 +2.39 (+7.12%)Earnings eventsMy earnings eventsEarnings eventsTrending tickersSMCI Super Micro Computer, Inc. 52.39 +4.45 (+9.28%)INTC Intel Corporation 35.94 +2.39 (+7.12%)FRMI Fermi Inc. 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