King strikes Tesco deal for shave oil

Will King, the marketing entrepreneur who last year took on the combined forces of Gillette and Wilkinson Sword with his shaving product Kings, the King of Shaves, has cut a breakthrough distribution deal with Tesco.

King’s shaving oil will be stocked in 200 Tesco stores from April 3, in addition to the 217 Boots branches, Harrods, Bentalls and independent retailers already stocking the product (MW October 21).

King says the Tesco deal marks further progress in his strategy to get the product into retail multiples and pharmacies. Since launching King of Shaves last year, King has sold 45,000 units.

He will discuss this, and his experiences as a small independent manufacturer dealing with retail and distribution giants, in a presentation, Building a Brand from Scratch, at the Marketing Week conference, Marketing Toiletries in a Saturated Market, later today (Wednesday).

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