The company, founded by entrepreneur Will King in 1993, has appointed Alpha Advisory PTE – a Singapore based corporate advisory firm – to advise on “strategic options” for the brand.
Speculation on the future of the company in the past week has valued the King of Shaves brand at £45m.
Spectrum Brands, which owns the grooming brand Remington in North America and has a multi-year deal to distribute King of Shaves in the US, is rumoured to be a potential bidder for the company.
It said yesterday, however, that it has “not offered to acquire” the British firm.
Another potential bidder is razor maker Kai Industries, which bought a 7% stake in King of Shaves for £1.5m, earlier this year.
The brand is currently rolling out across the UK and is preparing to launch its Azor % razor in the autumn to take on Gillette’s Fusion ProGlide.
Since launch, the King of Shaves has challenged Procter & Gamble’s market leading men’s shaving brand Gillette.
King of Shaves claims to have sales of around £25m ($40m) and its Azor system razor was the 3rd best selling manual system razor handle in the 12 months to 4th September 2010 According to IRI Infoscan.