AFTER 21 years driving his brand forward in the cut-throat world of shaving, the CEO of King of Shaves is handing over the keys to the kingdom as he steps back from the day to day running of the company.

Will King has announced he is to stand down as CEO, with “trusted lieutenant” Andy Hill, who has himself been part of the Beaconsfield based business since 1995, taking over the role.

Will launched the business in 1993, using £15,000 of seed capital, with an early focus on shaving oils. He said he was inspired by the fact he used to suffer from shaving rash and razor burn, and wanted to develop a range of products to counter this – the experience of using his girlfriend’s bath oil as a replacement to shaving firm helped him on his way.

Determined to carve out his share of the market alongside brand giants like Wilkinson Sword and Gilette, the company later expanded into razors themselves.

Earlier this year the business launched the Hyperglide model – a wet shave razor that, thanks to a gel cartridge, requires only water to trim the whiskers, and no gels or oils.

Will, proud of the firm’s track record for innovation under his leadership, said: “From persuading Harrods to stock our first shaving oil back in 1993, to the launch of the game-changing Hyperglide razor in 2014, King of Shaves has flown the flag for British manufacturing excellence, innovation and enterprise across the world, shaving a good few billion faces along the way.”

In 2008 the firm produced the Azor – the first British made razor for a century. It was this that spurred the firm on to create the Hyperglide, which Will describes as “revolutionary”, and which uses patented ‘superhydrophilic’ technology over the rather dated 1970s-born lubastrips. King of Shave’s design and engineering team took five years to bring the product to market.

King of Shaves is a top three brand in the UK, and the products are on sale across the globe, in locations such as the US, Japan, Australia and Turkey – no mean feat in the aggressive marketplace dominated by two huge brands which still hold around 90 per cent of the market share.

The firm was also quick to see the potential value of the internet, and bought the domain name of shave.com for the not terribly kingly sum of around £25 in 1995. It has, in recent years, embraced social media to boost its brand and engage with customers. Will has also been quick to align his own colourful personality with the brand, managing the firm’s Twitter account and being quick to get involved in marketing stunts and ideas While he is stepping down as CEO, Will, who turns 50 next year, remains as founder, board director and the largest shareholder.

He said: “I will of course continue to fly the flag for King of Shaves, working with the KoS team on their plans for the future while keeping our larger competitors on their toes. In the last few weeks, I’ve been asked at business talks I’ve given, what would happen if Will King left King of Shaves. “At both, I’ve given the same answer – ‘it’ll go from strength to strength’. Since day one, I’ve built a great team around me who run the business day to day, and have done for many years. And secondly, if you have a great team, the leader should know when it’s the right time to hand over the reigns.”

New CEO Andy Hill studied mechanical engineering, like Will, and led the Hyperglide development team. Between 2004 and 2009 he served as MD at KMI, the holding company Will founded in 1993, and plans to build on the brand’s foundations and reputation.