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Electric toothbrush startup Goby charges into subscription retail

NEW YORK — Now that direct-to-consumer sales have disrupted categories like eyeglasses via Warby Parker and razors, courtesy of Dollar Shave Club, shoppers have another vertical to consider: the electric toothbrush by Goby. The Manhattan-based startup launched Wednesday, aiming to take on the two dominant brands in the field, Philips Sonicare and Procter & Gamble-owned Oral-B, which alone dominate about 85 percent of the market, said Ben Goldberg, who cofounded Goby with Claire Burke.
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