King of Shaves

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King of Shaves is a British-based shaving, skin care and grooming brand. The founder, Will King, set-up the company in 1993, producing the company’s first product ‘Original Shaving Oil’.

1 Background
2 Company
3 Competition
- 3.1 Stores in the UK and USA
4 Brands
5 Sponsorships
6 References

[edit] Background

The product had its origins in King's own difficulty with shaving. After shaving he was often left with 'razor rash' and irritation. He experimented with essential oils until he arrived at the formulation for his first shaving oil (believed to be the world's first shaving oil for men). He found that using an oil to shave gave him a smooth shave but without aggravating his skin.

King then approached London department store Harrods and was able to secure their agreement to stock the new product. He then hand-filled 10,000 bottles in his kitchen. The process, which took two weeks, coincided with the annual Wimbledon tennis championships in London. King recalls watching the tournament as he filled the bottles.

At first Harrods (Knightsbridge, London) sold one shaving oil every two weeks. King of Shaves is stocked in approximately 30,000 stores worldwide. It is estimated that one King of Shaves product is sold every 3.5 seconds. The company states that annual turnover is forecast to be £15 million in 2007.

[edit] Company

With Hiten Dayal, King set-up a company, KMI (Knowledge and Merchandising Inc), which owns the King of Shaves brand. The company now promotes other brands in the male and female grooming market such as HED (haircare), KUth (shaving and skincare for teenagers), XCD (cosmetic skincare for men), K2 (top-end shaving and skincare for men) and King of Shaves Woman. KMI also holds a licence for Ted Baker Fine Fragrances and Fish Styling.

KMI's headquarters are in Chesham, Buckinghamshire, England. There is an office in New York, USA. KMI directly employs approximately 30 people.

[edit] Competition

Main competitors include Global Gillette, Wilkinson Sword, Nivea, L’Oréal, Paul Smith and Brylcreem. Also, Somerset's Shaving Oil, which was introduced in 1991.

[edit] Stores in the UK and USA

King of Shaves is sold internationally at the company's web site and through retailers worldwide. The brand's principle markets are the UK, the USA, Australia and New Zealand).

[edit] Brands

King of Shaves (shaving and skincare for men)

King of Shaves Woman (shaving)

King of Deos (deodorant for men and women)

KOS.PRO (professional range of styling, shave and skin care products for men only available from salons / barbers)

KOS K2 (shaving and skincare for men)

KOS XCD (shaving and skincare for men)

Patently Obvious (antibacterial, biodegradable personal cleaning products)

Ted Baker Fine Fragrances (fragrances and skincare for men and women)

Ted Baker Bodywear (hair, skin and body care for men and women)

Fish Hair Styling (hair care for men)

Angelfish (hair care and styling for women)

Hed Styling (hair care for men)

KUth (shaving and skincare for teenagers and young men)

[edit] Sponsorships

King of Shaves sponsors John Terry, England and Chelsea football (soccer) captain (Terry has featured in UK television advertisements for the brand), and Shelley Rudman, Olympic skeleton Silver medalist (Britain's only medalist at the 2006 winter games).

King of Shaves also sponsored a P1 Offshore Powerboat for the 2006-2007 season. Piloted by James Sheppard and Craig Wilson, the King of Shaves powerboat won the world title in that season.

King of Shaves also sponsored Kristan Bromley, another British skeleton athlete, for two years in the build-up to the 2006 games.

The company also sponsors a grass-roots programme for young sports people in the UK called Young Blades as well as funding smaller community-based initiatives.