Founder of King of Shaves, Will King, is looking to push the big hitters aside and create some more market space for himself in an online assault. King is offering men the chance to sign up for his Azor 4 shaving kit for £3 in a deal that includes the razor handle and three cartridges. Replacement cartridges will cost a further £3 a month for three, including postage.
This move is estimated to slash 35% of the cost of shaving over a year; it is an aggressive approach that King hopes will dent Wilkinson Sword and Gillette's 90% share of the £400m razor blade market.
"We've been able to reduce prices without compromising on quality, by using a web based ordering system and stripping away unnecessary retail ready packaging," he says.
Last week it was revealed that the price of razor blade cartridges had rocketed by 99% in three years. In that time, market leader Gillette has cut the number of replacement cartridges from five to four while prices have gone up.