YouTube star Jake Paul is stepping into the retail spotlight once again, this time with a major business move that extends beyond the boxing ring. After facing off against former heavyweight champion Mike Tyson at AT&T Stadium in Arlington, Paul has inked a deal with Texas-based grocery giant H-E-B to sell his “W Line” grooming products in 400 stores starting this January.
In addition to the H-E-B deal, Paul’s grooming products will also be available at 1,900 Kroger locations across Texas and the Midwest.
“Our customer is the young male consumer, but oftentimes the shopper for these products is the mom,” Woodie Hillyard, co-founder and CEO of W Line, told Bloomberg. “So we think being in grocery is a really important channel for us to expand into.”
The W Line features a variety of grooming essentials, including body spray, body wash, deodorant, hair gel, and shampoo, with prices ranging from $5 to $9. While fans can look forward to purchasing these products in stores, they are also available for online purchase or at Walmart locations.
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