Braun Razor Reviews
By the mid-1990s, Braun held a leading position among the world's home appliance manufacturers, but profitability concerns began to surface. Many of Braun's competitors closely imitated Braun designs and had them produced in low-cost labor countries at lower costs. The litigation commenced by the company to reverse the sales losses and damage to its product image cost Braun substantial amounts of money.
In 1998, Gillette decided to transform Braun AG into a private company before it bought back a 19.9 percent share in its subsidiary The Gillette Company Inc., which Braun had acquired in 1988. The following year, Braun's sales organization was merged with those of Gillette's other business divisions.