Personna American Safety Razor Snapshot
Consumer Product ManufacturingIndustry
There's nothing dull about American Safety Razor (ASR). The company, which also does business as Personna American Safety Razor, is a leading maker of private-label shaving razors and blades. Its value-priced products are sold by mass merchants and supermarkets under retailer names as well as under ASR's roughly 30 own brands (including Magnum, X5, Matrix3, Mystique, and Personna). In addition to shaving items, the company makes bladed hand tools (such as carpet knives and paint scrapers) and specialty industrial and medical blades. ASR, whose roots reach back to 1875, filed for bankruptcy in mid-2010. Later that year the firm's assets were won at auction by Energizer Holdings, which paid about $300 million.