Fed up with razor nicks and sensitive skin, Will King decided to launch his own shaving brand. Fifteen years on, he’s competing against Gillette and his latest product – the first British designed and manufactured razor in 100 years – is about to hit the shelves in Tesco and Superdrug.
The King of Shaves “Azor” razor was launched in Sainsbury’s and Boots in July this year. Over 100,000 were sold in the first three months. Tesco and Superdrug outlets get a slice of the action this week, and a deal with Morrisons supermarket is expected later this year.
Will King had no industry experience and zero cash when he started his shaving business in the early nineties. “I didn’t have the £2,000 to bottle the first set of oils, so I spent two weeks handbottling 9,600 of them. My girlfriend did 500, even her ironing lady did 100!”
To promote the Azor razor, King has been on a six-week bus tour across the country. “It took us outside Buckingham Palace, Big Ben and Edinburgh Castle,” says the 42-year-old entrepreneur. “Consumers are having their eyes opened to shaving closer, longer, for less – getting the ‘King of Shaves’ without the ransom!”
King expects sales to double this year. By 2010, he says he’ll hit the £75m-sales mark. “My aim is to have a £200m-turnover shaving business by 2012.”
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