• Cincinnati Enquirer, Friday, July 17, 2009 10:35 AM

Procter & Gamble's purchase of high-end retailer The Art of Shaving represents more than an experiment, which characterizes its previous forays into direct sales, writes David Holthaus. "This seems like more of a strategic, long-term investment," Karen Grant, an analyst for NPD Group, tells him. "There's good, potentially strong, opportunities in retail."

In the past, P&G would generally test the current and then pull the plug. Holthaus cites a home laundry service started in 2001, and a kitchen and cooking store called Culinary Sol closed in 2003.

But now, P&G is also creating a nationwide chain of franchised car washes under its Mr. Clean brand and has set up a new subsidiary --tellingly named Agile Pursuits Franchising -- to oversee the effort. It also owns three Tide-branded dry cleaners in the Kansas City, Mo., area, and last year purchased hair care products distributor Frederic Fekkai, which came with eight retail hair salons.

One common thread among P&G's retail stores is they appeal to the upscale consumers, Grant points out.

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