Goodfellow & Co. Grooming — William Peterson

Goodfellow & Co.

Building a grooming system that gave men a reason to switch

Men’s grooming had become easy to ignore. Most products felt interchangeable, and few gave people a reason to switch.

With Goodfellow & Co. apparel outperforming expectations, there was an opportunity to enter the fast-growing men’s grooming category, especially in premium tiers that were less accessible to Target’s guest. Existing brands were either priced too high or left little room for owned-brand differentiation.

With no existing brand guidelines or category playbook, we built the grooming system from the ground up—positioning, assortment architecture, and design—to move quickly and capture the opportunity.

My role

Led the creation of Goodfellow’s men’s grooming brand from the ground up.

My Approach

Three moves shaped the approach:

Accessible Premium
Elevated formulations and refined fragrances, priced about 30% above mass to deliver a clear step up in quality without losing accessibility.

System, Not Products
A full regimen across hair, skin, body, and shave that positioned Goodfellow as a one-stop grooming destination.

Design-Led Differentiation
A cohesive, elevated design system that aligned with apparel while standing apart from traditional mass grooming.

The Outcome

Launched in 2018, Goodfellow grooming exceeded forecasts and became a key growth driver in a category where consumers rarely switch brands.

The brand delivered five years of double-digit growth, helped Target gain incremental guests, expanded into skincare and fragrance, and introduced an exclusive razor system that rivaled Harry’s in quality and value. Cologne became one of the brand’s top volume drivers.

Evolving the Brand

As the business scaled, guest feedback exposed a key friction: low product differentiation.

In 2024, the brand redesigned packaging by category—hair, skin, body, and shave—to improve findability and confidence.

By 2025, the system rolled out in-store, improving navigation, strengthening repeat purchase, and creating a more intuitive brand experience.

A system that didn’t just compete. It expanded the category.