Keeping Relevant Past Your Prime.

I’ve just returned as CEO at the company I founded 30 years ago, 9 years after stepping down.

Why?

Well, when a company or brand is created, it relates directly to “Why” it was created. That creation usually relates to the Founder’s dissatisfaction with what currently exists to solve a problem, or to address an unfulfilled need.

In 1993, I hated shaving, raw skin, razor burn, chemically derived shaving foams all led to me creating a product & solution - a naturally formulated shaving oil and a brand - King of Shaves.

My marketing strategy was “It works for me, other men must endure shaving like I do, there must be a lot of them, I simply need to let them know my product solves their problem”.

The internet didn’t exist, I had no competitors other than Gillette’s cans of shaving foam, little/no money (I hand filled the first 10,000 bottles over my kitchen sink) and no market experience or contacts whatsoever.

But, I remembered my sales training (my first job was selling advertising over the telephone) and KISS’d it “Keep It Simple Stupid”.

I needed a retailer. As my brand was the “King” I sought out other “retailer Kings”. First stop Harrods. Phoned up the owner, Mohammed Al Fayed. Got it listed. First year sales - ￡300. Needed more volume. Second stop Boots. Rang the buyer, Fiona Kemp. Months later got it listed. Second year sales ￡57,000. Rang up more retailers. Sainsbury’s. Safeway. Waitrose. Superdrug. Tesco. By 1997, we had a range of 8 products. And - we took off.

I achieved that, with people I brought on board of course, but I opened the accounts - in my own style, with my belief and knowledge we were “shaving lives” from razor burn and rash daily.

But. When you get bigger, others notice. When you threaten their dominance. They take action. Between 2008-14 we went hammer and tongs at Gillette in the razor market with our Azor “Shave closer, longer, for less”. With Hyperglide “Just add water”.

But, despite selling many millions, and substantial investment (we brought on a Japanese manufacturing partner) - we couldn’t achieve “Escape Velocity” and get the business into the level of profitability required.

We were the subject of many take over approaches and partnerships. Which, didn’t develop in the way I anticipated or hoped.

And, in 2014 I was exhausted, stepping down as CEO. And felt “I’d failed”.

So, why come back? Well, King of Shaves is pretty much the only remaining independently owned brand competing with Gillette, Nivea et al. And - being independent is also being vulnerable, and I felt with beards now so prevalent and retail buyers much more demanding - we ran the risk of not being “relevant to them”. In addition, I’m repeatedly asked “Why should I buy King of Shaves?” Although I believe we still deliver the world’s best shave (& experience) there are many more competitors now - who would say the same. Razor blade technology has improved - so painful razor burn is less. We have beards as competitors - no need to buy us - and younger men, unlike their Dads, certainly don’t need to shave daily - as most men did in the 80’s and 90’s.

As Steve Jobs famously returned to Apple, and re-energised that brand with innovation, “be more pirate” and his personality, so I’ve returned to KoS. In a world of digital, WFH, hiatus and “I chat be bothered to - don’t want to - don’t need - to shave - if people do, I want them to choose us - not the others.

So, I feel like my 26 year old founder self, aged 57 in a very different, fragmented, self absorbed world - with a decades old brand - and a fervent belief we are still relevant, and the world would be slightly sadder, duller place if King of Shaves wasn’t around and still challenging the incumbents with fantastic products that deliver on promise - the “King” of shaves.

So, dear reader - if you shave, but have never tried us - please buy us! If you already do, please tell a friend or two. If you’ve got something to say, good or bad - get in touch! And if you want to “Kick your day into play” and get off on the front foot, try shaving on the shower with our shaving oil. You’ll be glad you did.

If you’ve read this far - thank you. If you’ve enjoyed the read - do share it. Content is King - one of my “ideas” to reboot our relevance is to align brand with content, discussion and more. After all - Red Bull is a media company which happens to sell drinks that give you Wiiings. PRIME, the 21st century version - content for which is created by KSI and Logan Paul - is consumed by their fans and community. So - maybe I need to be more like them. Cos I bet if Mr Beast said “Buy my Beast of a shaving gel or razor” - millions would - because he’s asked.

I’m asking YOU - Shave like a King! Trust me - you won’t go back.

Originally posted on my substack here