King of Shaves to partner with Remington Division of Spectrum Brands in U.S.

MADISON, Wis. British shaving brand the King of Shaves is expanding its U.S. and Canadian distribution under an agreement with Spectrum Brands Holdings, the owner of Remington-branded shaving and grooming products.

Under the multiyear agreement, Spectrum’s Remington division will partner with King of Shaves to launch the Remington King of Shaves Azor system razor into the American market. Spectrum also will distribute King of Shaves-branded men’s grooming products. Spectrum currently has distribution in major mass and drug store retailers across the United States, as well as in all regional retailers and department stores, and will launch King of Shaves in spring 2011.

“Partnering with the Remington brand in the U.S. market is a pivotal moment for our company and brand. We have delivered hundreds of millions of shaves via our award-winning products, loved by millions of men and women, and now we have a highly regarded U.S. brand partner who can truly leverage our products, providing real sales penetration and brand awareness for us in the key U.S. market,” stated British entrepreneur Will King, who founded King of Shaves in 1993.