King of Shaves to demerge licensing division
LONDON - King of Shaves is demerging its division that produces shaving products for other brands in order to focus on its own-brand manufacturing business.
The move is designed to allow the company to focus on its manufacturing business, which has expanded into making razors with the launch of Azor, in an attempt to break up the market dominated by Gillette and Wilkinson Sword.
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Currently King of Shaves produces shaving products under licence for brands including Ted Baker.
The company's founder Will King has raised £4m to fund global expansion and plans to launch its Azor razor product in markets including Japan, Brazil and South Africa.
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Comments
John Gallen - 20/04/2009
Ah yes, the overpriced, ten blade, swivel head, turbo charged, battery operated, disposable blade-head with auto-releasing mositurising pack, razor market. I look forward to seeing how they will distinguish themselves from the big two.