Bravo Sierra expands into Walmart amid second round of investor funding

By Alessandro Carrara 18-Aug-2022

Nicolas Geiger, Group Business Development Director at the L’Occitane Group, has joined Bravo Sierra as a new board member

Men’s personal care company Bravo Sierra has announced a US$17m Series B fundraise led by investment advisory firm The Merchant Club.

The second round of investor funding comes as the brand prepares to launch into Walmart stores across the US.

Bravo Sierra primarily sells through its direct-to-consumer website, but its body care, hair care, deodorants and shaving ranges are also featured in Target stores and on Amazon.

The brand said it tests its products under the “extreme conditions” seen by active US military personnel, and has an entirely US-based engineering, sourcing and manufacturing process.

“As you may know, investors are a bit wary to invest in the market right now, making this announcement that much more exciting,” a spokesperson for the brand said.

“Bravo Sierra is a very attractive business investment not only because of the brand's growth, but also due to its omni-channel positioning strategy and success with Amazon and Target to-date.”

The men’s grooming brand has appointed Nicolas Geiger, Group Business Development Director at the L’Occitane Group, as a new board member.

Geiger previously served as Brand Director for L'Occitane’s Brazilian division, and prior to this was Chairman of L’Occitane in Japan.

Bravo Sierra was founded by Justin Guilbert and Benjamin Bernet in 2018.

Guilbert was a former marketing executive at L’Oréal, and co-founder of Harmless Harvest and GoodFish.

Bernet previously served as an advisor for Glossier advisor, and formerly led marketing at Kiehl’s and L’Oréal Luxe.

He also founded DooBop, which he later sold to Sundial – now part of Unilever.

The brand has a goal of increasing the number of veterans it employs company-wide.

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Some 40% of its founding team and 30% of all current employees are made up of former US military servicemen and women.

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