# Harry’s Razors: Andy Katz-Mayfield and Jeff Raider

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-06-12
- Length: 1h 13m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider

## Summary

Andy Katz-Mayfield and Jeff Raider, co-founders of Harry's, explain how they disrupted the razor industry dominated by Gillette and Procter & Gamble by launching a direct-to-consumer brand in 2013. They detail the process of partnering with Fine Technik, a German manufacturer, to produce high-quality blades, and their subsequent decision to acquire the factory to achieve vertical integration. The founders discuss raising capital, navigating cultural clashes with German operations, and expanding into household goods through Harry's Labs and the Flamingo brand after a blocked merger with Edgewell.

## Chapters

- [3:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=181) Introduction: Harry's founders and the razor market
- [7:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=425) Jeff Raider and Andy Katz-Mayfield's early friendship and careers
- [13:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=831) The origin story: Andy's frustration with razor prices and locking
- [20:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=1251) Product research: Testing razors and finding Fine Technik in Germany
- [31:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=1866) Negotiating with Fine Technik and securing the initial order
- [40:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=2422) Raising seed capital and launching Harry's in 2013
- [48:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=2889) The decision to acquire Fine Technik for vertical integration
- [53:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=3225) Cultural integration challenges with German factory workers
- [1:00:17](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=3617) Retail expansion to Target and Walmart, and Gillette's response
- [1:04:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=3851) Harry's Labs, Flamingo, and the blocked Edgewell merger
- [1:11:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-12-harrys-razors-andy-katz-mayfield-and-jeff-raider#t=4284) Post-merger recovery, COVID impact, and current status

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Harry's (product)
- Gillette (company)
- Procter & Gamble (company)
- Fine Technik (company)
- Warby Parker (company)
- Dollar Shave Club (company)
- Edgewell (company)
- Flamingo (product)
- Target (company)
- Walmart (company)
- Bain & Company (company)
- Charles River Associates (company)
- Tiger Global (company)
- Uncrate (other)

## Related episodes from other shows

- [Founder Fundraising Journey: Craig Dubitsky, Happy Products](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-18-founder-fundraising-journey-craig-dubitsky-happy-products) (The Startup CPG Podcast)
- [Jake Holland (CEO, HAViK)](https://hardwarepodcasts.com/podcast/just-gonna-send-it/2025-09-10-jake-holland-ceo-havik) (Just Gonna Send It)
- [134: Kevin Kelly Remains Undefeated](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-06-24-134-kevin-kelly-remains-undefeated) (Thoroughly Considered)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [Founder Feature: Val Emanuel of Rif Care](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-03-founder-feature-val-emanuel-of-rif-care) (The Startup CPG Podcast)

## Citing this page

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