King of Shaves
British male-grooming brand known for shaving oils, creams, razors, and blades.
Last updated August 25, 2026
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Overview
King of Shaves is a British male-grooming brand established in 1993 by Will King. The brand developed from Knowledge & Merchandising Inc. Ltd. (KMI), the company that originally owned and operated the business, and is associated with shaving preparation products, razors, replacement blades, and related personal-care products. Its corporate headquarters are in Beaconsfield, Buckinghamshire, England. The company built its identity around improving the conventional shaving experience, particularly through shaving oils and specialized preparation products intended to reduce friction and improve razor glide. It subsequently expanded into hardware, including the Azor four-blade razor introduced in the United Kingdom in 2008 and the Azor 5 five-blade system introduced in 2011. The razors were designed and manufactured in the United Kingdom, while their cartridges were developed in collaboration with Kai Industries of Japan. The Azor 5 was later discontinued and replaced by the Hyperglide system. King of Shaves has operated through a distributed production and retail model in which central management controls brand development and research while manufacturing and point-of-sale activity can be localized by market. The company reported distribution across at least seven countries in 2009. Its commercial performance varied over time: the reference material records turnover of £13.9 million in 2007, £25 million in 2008, and £10 million by 2012. These figures are historical company figures and should not be treated as current financial information. The brand was separated from KMI on 1 June 2009 when The King of Shaves Company Ltd. was demerged from the parent organization. At that time, Atul Sharma became chief financial officer and Chris Outram became non-executive chairman of both the newly separated company and KMI, which was later known as KMI Brands Ltd. King of Shaves also explored consumer financing in 2009 through a proposed issue of non-transferable, non-convertible bonds marketed as a Shaving Bond. The offering attracted criticism because it was not covered by the Financial Services Compensation Scheme and depended on the company’s growth to support interest payments. The reference material states that the bonds were ultimately redeemed with the promised interest. The company pursued international expansion through a 2011 agreement with Spectrum Brands Holdings, the owner of Remington, for exclusive distribution of King of Shaves products in the United States and Canada. The arrangement ended in 2012 following reported contractual breaches by Spectrum Brands. King of Shaves also expanded its wider brand portfolio through KMI acquisitions, including Floraroma Ltd. in 2008 and the Naked skincare brand in 2009. Brand visibility has been supported by sports sponsorships. Activities mentioned in the reference material include sponsorship of footballer John Terry, P1 Offshore Powerboat, motorsport competitors Chrissy Palmer and Jordan King, athlete James Ellington, and a Welsh Extreme 40 catamaran. During the 2023–24 season, King of Shaves served as principal partner and front-of-shirt sponsor of Coventry City Football Club. Will King stepped down as chief executive in 2014, when Andy Hill was appointed to succeed him. The brand remains associated primarily with shaving and men’s personal care, although the broader corporate history includes skincare and other toiletries.
History
King of Shaves was founded in 1993 by Will King through Knowledge & Merchandising Inc. Ltd., commonly abbreviated as KMI. The company established itself as a specialist British shaving business, with its product identity centered on shaving oils, creams, and other preparations designed to make wet shaving more comfortable and effective. Rather than competing only as a conventional toiletries label, King of Shaves developed a reputation for emphasizing formulation, razor performance, and distinctive brand-led marketing. The business later broadened from shaving preparation products into razors and blades. Its four-blade Azor razor was launched in the United Kingdom in late 2008, followed by the five-blade Azor 5 in early 2011. The cartridges were manufactured using blades from Kai Industries in Japan, which was also described as a shareholder in King of Shaves, while the razor systems were designed and manufactured in the United Kingdom. The Azor 5 was discontinued in early 2014 and replaced by the Hyperglide system. These product changes show the company’s attempt to compete in a technologically and commercially crowded razor market through proprietary system design rather than relying solely on shaving creams or oils. KMI also expanded beyond the core King of Shaves label. In March 2008 it acquired Floraroma Ltd., whose portfolio included women’s toiletries and skincare brands such as Phil Smith, Delicious Beauty, Dead Sea Source, Little Me, Derma-Mum, and Floracologie. In October 2009, KMI acquired the Naked skincare brand. These transactions gave the wider group exposure to categories outside men’s shaving, although King of Shaves itself remained primarily associated with male grooming. On 1 June 2009, The King of Shaves Company Ltd. was demerged from KMI. The separation created a more distinct corporate vehicle for the King of Shaves business, while KMI subsequently became known as KMI Brands Ltd. In the same period, Atul Sharma was appointed chief financial officer and Chris Outram became non-executive chairman of both organizations. From 2009 onward, King of Shaves described its operating approach as similar in some respects to the Coca-Cola model: central management retained control of research and development and brand direction, while production and point-of-sale execution could be localized in particular markets. The results of this model were uneven. The company’s merchandise was stocked in at least seven countries in 2009, but the reference material records turnover falling from £25 million in 2008 to £10 million by 2012, after having been reported at £13.9 million in 2007. The company also attempted to raise funds directly from its customer and supporter base. On 22 June 2009 it announced a proposed Shaving Bond issue of up to 5,000 non-transferable, non-convertible bonds, each with a nominal value of £1,000. The issue was overseen by BDO Stoy Hayward, described in the source material as an accountancy firm regulated by the Financial Services Authority, with legal advice from Memery Crystal. Critics noted that the bonds were not protected by the Financial Services Compensation Scheme and that investors did not have access to the same level of independent information that might be available for a conventional public company. A later issue in 2012 was offered only to existing bondholders, and redemption arrangements were criticized as having been delayed. The source material states that all bonds were ultimately redeemed at the end of their term and that investors received both principal and promised interest. International distribution was another important phase. In October 2011 King of Shaves entered a multi-year agreement with Spectrum Brands Holdings Inc., the owner of Remington electrical grooming products, to distribute King of Shaves products exclusively in the United States and Canada. The relationship ended in 2012 after reported breaches of contract by Spectrum Brands. In October 2014, founder Will King stepped down as chief executive and Andy Hill was appointed to lead the company. Marketing and sponsorship have remained part of the brand’s public profile. The company sponsored footballer John Terry and the P1 Offshore Powerboat in 2006, later supported motorsport competitors including Chrissy Palmer and Jordan King, backed athlete James Ellington and a Welsh Extreme 40 catamaran in 2012, and became principal partner and shirt sponsor of Coventry City during the 2023–24 season. The available sources do not establish the company’s current ownership structure beyond its association with The King of Shaves Holding Company Ltd., nor do they provide enough information to assess its present revenue, geographic scale, or current executive team.
- 2023
Coventry City sponsorship begins
[1]King of Shaves becomes Coventry City Football Club’s principal partner and front-of-shirt sponsor for the 2023–24 season.
- 2014
Azor 5 is replaced and leadership changes
[1]The Azor 5 is replaced by the Hyperglide system, and Andy Hill succeeds Will King as chief executive.
- 2012
Spectrum Brands agreement ends
[1]The North American distribution agreement is dissolved after reported contractual breaches.
- 2011
Azor 5 launch and North American distribution deal
[1]The five-blade Azor 5 is introduced in the United Kingdom, and Spectrum Brands receives exclusive distribution rights in the United States and Canada.
- 2009
Corporate demerger and Shaving Bond announcement
[1]The King of Shaves Company Ltd. separates from KMI, and the company announces a consumer bond issue.
- 2009
Naked skincare acquisition
[1]KMI acquires the Naked skincare brand.
- 2008
Floraroma acquisition and Azor launch
[1]KMI acquires Floraroma Ltd., while King of Shaves launches its four-blade Azor razor in the United Kingdom.
- 2006
Early sports sponsorships
[1]The brand sponsors footballer John Terry and the P1 Offshore Powerboat.
- 1993
King of Shaves is founded
[1]Will King establishes the King of Shaves brand through Knowledge & Merchandising Inc. Ltd.
Products and positioning
A specialist British shaving and male-grooming brand positioned around improved razor glide, shaving comfort, product innovation, and purpose-designed shaving systems.
Shaving preparation · 1993
Shaving oils and preparation products
Shaving oils, creams, and related preparation products form the historical core of King of Shaves. They are positioned to soften facial hair, reduce friction, and improve the glide of a razor across the skin. These products helped distinguish the brand from companies focused solely on disposable or cartridge-based razor hardware.
Razor system · 2008
Azor
The Azor was a four-blade razor launched in the United Kingdom in late 2008. It represented King of Shaves’ move from shaving preparation into branded razor hardware and used cartridges developed in collaboration with Kai Industries. The system was designed and manufactured in the United Kingdom according to the available reference material.
Razor system · 2011
Azor 5
Azor 5 was the brand’s five-blade razor system, introduced in the United Kingdom in early 2011. Its cartridge used blade technology associated with Kai Industries in Japan. The product was part of King of Shaves’ effort to compete in the premium multi-blade razor segment, but it was discontinued in early 2014.
Razor system · 2014
Hyperglide system
Hyperglide replaced the Azor 5 after the latter was discontinued in early 2014. The system continued the brand’s emphasis on cartridge-based shaving performance and was developed as the next generation of its razor offering. The available source does not provide sufficient information about its current availability.
Skincare and toiletries
Associated skincare and toiletries portfolio
Through KMI, the wider corporate group acquired brands including Floraroma’s portfolio and Naked skincare. These assets extended the group into women’s toiletries, skincare, and related personal-care categories, although they are not all King of Shaves-branded products.
Controversies
2012
Concerns over later bond redemption arrangements
A later bond issue was offered only to existing bondholders, while the ability to redeem the instruments was reportedly withheld for a number of years. The source material states that the bonds were ultimately redeemed at the end of their period.
2009
Criticism of the Shaving Bond offering
The company’s consumer bond scheme attracted criticism because the bonds were not protected by the Financial Services Compensation Scheme and because their returns depended on the company’s growth. The available reference material states that the bonds were ultimately redeemed and investors received their principal and promised interest.
Marketing campaigns
- 2023Coventry City principal partnership
United Kingdom
King of Shaves became Coventry City Football Club’s principal partner and front-of-shirt sponsor during the 2023–24 season.
- 2012Motorsport, athletics, and sailing sponsorships
United Kingdom
The brand sponsored motorsport driver Chrissy Palmer, supported Jordan King during his Formula 3 racing activities, backed athlete James Ellington, and supported a Welsh Extreme 40 catamaran.
- 2006John Terry and P1 Offshore Powerboat sponsorship
United Kingdom
King of Shaves used sports sponsorship to increase brand visibility, supporting footballer John Terry and the P1 Offshore Powerboat.
Brand decisions
2014
Replacement of Azor 5 with HyperglideGeneration changeBackground
The company revised its cartridge razor range after the Azor 5 had been on the market since 2011.
Action taken
King of Shaves discontinued the Azor 5 and replaced it with the Hyperglide system.
2014
Chief executive successionStrategyBackground
Founder Will King had led the company since its establishment in 1993.
Action taken
Will King stepped down as chief executive and Andy Hill was appointed to the role.
2011
Exclusive North American distribution agreementStrategyBackground
King of Shaves sought to expand its presence in the United States and Canada.
Action taken
The company appointed Spectrum Brands Holdings, owner of Remington, as exclusive distributor for those markets under a multi-year agreement.
Aftermath
The agreement was dissolved in 2012 after reported breaches of contract by Spectrum Brands.
2009
Demerger from KMIStrategyBackground
The King of Shaves business had been operated within Knowledge & Merchandising Inc. Ltd., which also controlled other toiletries and skincare interests.
Action taken
The King of Shaves Company Ltd. was separated from KMI on 1 June 2009, while KMI continued as a separate organization later known as KMI Brands Ltd.
Aftermath
Atul Sharma became chief financial officer and Chris Outram became non-executive chairman of both companies.
2009
Launch of the Shaving BondOtherBackground
King of Shaves sought an alternative way to raise funds and engage committed customers and brand supporters.
Action taken
The company announced up to 5,000 non-transferable, non-convertible bonds with a nominal value of £1,000 each and an advertised annual interest rate of 6%.
Aftermath
The scheme was criticized for lacking Financial Services Compensation Scheme protection. The source material states that investors eventually received their money and promised interest.
Advertised annual interest rate. 6% (2009 bond offering)
Recent events
- 2023
King of Shaves becomes Coventry City principal partner[1]
Campaign
King of Shaves became Coventry City Football Club’s principal partner and front-of-shirt sponsor for the 2023–24 season.
- 2014
Will King steps down as chief executive[1]
Leadership change
Founder Will King left the chief executive role and Andy Hill was appointed as his successor.
- 2012
North American distribution agreement ends[1]
Lawsuit
The distribution arrangement with Spectrum Brands was dissolved following reported breaches of contract.
- 2011
King of Shaves signs North American distribution agreement with Spectrum Brands[1]
Other
Spectrum Brands, owner of Remington, received exclusive distribution rights for King of Shaves products in the United States and Canada under a multi-year agreement.
- 2009
King of Shaves announces Shaving Bond issue[1]
Other
The company announced an offering of up to 5,000 non-transferable, non-convertible bonds with a nominal value of £1,000 each, presenting it as a way for committed customers to support the brand.
- 2009
King of Shaves separates from KMI[1]
Other
The King of Shaves Company Ltd. was demerged from Knowledge & Merchandising Inc. Ltd. and operated as a separate company.
Sources1 sources
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