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The Challenger Brand Cleaning Up Home Care
On Brand with ALF & Rory Sutherland
The Disruption of the Home Care Category
We want to bring something very different from a brand point of view into the category. We can also ship through the letterbox because we're so lightweight, we're so sort of cheap to ship. And for home care, it is still 90% offline. So whilst we see an opportunity to shift some of that offline spend online through the convenience of direct consumer, we still need to be in those retail channels to cross the Rubicon and become a mass market brand.
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