Bulldog’s new product lines set for wider distribution

Bulldog, the men’s natural grooming brand, is extending its distribution, following the end of its exclusive deal with Sainsbury’s at the end of this month. It comes as the brand launches two new ranges.

The brand is due to be rolled out in Waitrose, Superdrug, Planet Organic, Debenhams and Whole Foods over the next two months. The brand launched in July 2007 with a deal to be stocked in 328 Sainsbury’s stores for its first year of trading.

The company is also launching a revamped website, which will include an online store. Bulldog says it has built revenues in excess of £500,000 in its first year and has a two-year sales target of £1.5m.

The Bulldog range is also being extended with six new products. An exfoliating face scrub and a lemon and bergamot shower gel have been added, as well as a range of four shaving and skin-care products formulated for sensitive skin. The sensitive line uses the essential oils of cedarwood and patchouli.

The business was founded by entrepreneurs Rhodri Ferrier and Simon Duffy, who both gave up their careers in New York to launch Bulldog. Ferrier was a mergers and acquisitions broker and Duffy worked at Fahrenheit 212, the product innovation arm of Saatchi & Saatchi.

Ferrier and Duffy have pitched their brand at the main-stream mass market, positioning it as a reasonably-priced natural alternative for men.

To fund Bulldog’s initial launch, the pair received just over £1m investment from 15 to 20 investors, who committed amounts ranging from £5,000 to over £100,000.