FISH FOOD - The King of Shaves Company Ltd

16
theknowledge
“be the best you can be…
…be a king!”

Chairman’s statement
Welcome to the first issue of The Knowledge in 2006. You will see
in this issue that much has been happening with our brands and
a great deal of further development is planned for the year.
Last year finished as expected with strong performance
in all the brands leading to a solid profit for the
company in the year. We had new customers in the
USA for King of Shaves and also our first orders for the
Fish range in the US. In the UK, Christmas 2005 worked
well for our products with the new Ted Baker Bodywear
range selling exceptionally well in its first three months
(Q4 ’05) and with high sell-throughs of the Ted Baker Fine
Fragrance Christmas gift sets.
In 2006 we expect strong organic growth across the
board. We expect King of Shaves sales to grow by over
10% in the UK alone, Ted Baker Fine Fragrance by 11%,
Fish by over 25% and the Ted Baker Bodywear business
in its first full year will increase its income over 100%
from 2005.
Vitally important for KMI will be the on-going (and now
almost profitable) business in the USA. Adding Fish to
King of Shaves sales will enable a faster rate of growth
of KMI USA and will provide the necessary mass to the
business in New York.
With a raft of new products across all brands (which are
detailed on the following pages) there will be plenty of
interest and excitement for consumers as well as many
stories for the relevant journalists to write about us.
Discussions are on-going with all of our major retailers
about the KMI strategy with its brands and about
our objectives in the male grooming and fragrance
markets. Opportunities with major retailers are opening
up all the time in our and related sectors. During the
course of 2006 you will see the launches of a wider
range of products covering more grooming needs than
ever before.
All of the above is being done with a smaller team
than we had this time last year. Without our highly
resourceful staff here at KMI and also the excellent
partnership of major suppliers and retailers we would
not be able to bring to market the highly innovative and
technologically sophisticated products our consumers
now expect from us.
We thank our staff and especially our business
partners for their on-going support and hard work in
helping make KMI the fabulous company it is.
Hiten Dayal | Chairman | hiten.dayal@kingofshaves.com

The Premiership’s top Defender (of the Face!)
is now teamed up with the ‘King of the Shaves’
– and we’re really excited about the future
opportunities this partnership presents us.
The last few months have raced by almost as fast
as ‘Silver Bullet’ Shelley, who silver medalled so
emphatically at the Olympics Winter Games, and
alongside Kristan, really did Great Britain proud.
We were particularly pleased to be trackside at
Turin to cheer Kristan and Shelley on (I was hoarse
the next day) and also for King of Shaves to be the
only commercial sponsor with Shelley ahead of the
Olympics – timing is all! One highlight of the partnership
with Kristan and Shelley was the creation of
the www.kingofskeleton.com
online flash game (see page
two) – so be sure to come
and play the John Terry game
which will go live prior to the
World Cup!
Latest market share data to the
end of March 2006 shows King
of Shaves continuing to hold
its own against the onslaught
of competitors from L’Oreal,
Gillette and Nivea, along with
a myriad of pretenders to
our throne. Men’s Shaving
and Skincare is a hot sector!
However, I am confident that
the fantastic new design/look
for King of Shaves, the new
COMMENTS FROM WILL
Gooooaaal! King of Shaves is now King of the Kings Road,
with a substantial product endorsement deal signed on
25 th April with Chelsea Captain and England soccer star,
John Terry which runs through to Euro 2008.
products we have in the pipeline including a
new Skinvestment Series range launch in the
autumn and the exciting marketing plans we
have laid out will keep us King of the Hill
(visit www.BeTheBestYouCanBe.tv mid/late
May for more information).
I’m particularly pleased to report that our USA
business made a Q1 profit in 2006, and that Fish,
Born in Soho, London has also launched successfully
in the USA, with a press party taking
place at ‘Fish’ in SoHo, NYC! Sales continue to
grow in this key global market – well done to the
team managing there under testing conditions.
Finally, the ‘Be a King’ TV commercial we have
filmed with John Terry features him holding our
King of Blades razor – rest assured this ‘hardware’
project continues to be explored in every
way imaginable… the light at the end of the
tunnel, I believe, is getting closer…
So, Be The Best You Can Be…
…Be a King!
Will King | Founder & CEO | will.king@kingofshaves.com
CHAIRMAN & FOUNDER STATEMENTS

THE KING’S
NEW look
The design of King of Shaves packaging has
constantly evolved ever since the first Oil was
launched in 1993. In August of last year, Will decided
to invite the London and New York based design
group Pearlfisher to look at the King of Shaves
branding with ‘fresh eyes’ and no preconceptions.
The creative team at Pearlfisher, who have won
design effectiveness awards for their packaging
work for Innocent Drinks, Green & Blacks and
Waitrose (amongst others), came up with a number
of interesting proposals. These were then narrowed
down and developed into the distinctive new look
you see on this page. The design features strong
common colourways for the shaving and skincare
ranges along with clear and concise individual product
sign posting. The range now has excellent and
consistent presence on shelf making it simpler for
consumers to choose King of Shaves.
KMI’s internal design team re-artworked every
pack in the range with the new look. They also took
the opportunity to update the rear text and usage
instructions to ensure they were clear and informative.
We have already received positive feedback
from journalists and consumers and we look forward
to the impactful new design contributing to
sales increases for King of Shaves.
KING OF SKELETON – THE VIRAL GAME SUCCESS
Launched to support our sponsorship of Kristan
Bromley and Shelley Rudman, kingofskeleton.com
was KMI’s debut in the online viral gaming arena. Since
going live in January, the game has had over 6,400,000
players, generating a staggering
two million click throughs (visits) to
our shave.com site. The game is
now up for a major industry award.
A competition was run on the
site and was won by
Claire Hoggins and
Alex Britton who
accompanied us to
Turin to cheer on
Shelley and Kristan
as they competed in
the Winter Olympic
Games.
Try it out for yourself at:
www.kingofskeleton.com

KMI USA business
The King of Shaves business in the USA is still growing rapidly. Thanks to the demand from our ‘loyal subjects’
and increased editorial support from grooming editors in key publications such as FHM USA, Men’s Health, Chain
Drug Review and Cargo (to name but a few) we continue to expand strategically into existing and new retailers.
For example, we recently struck a deal with Wegmans, a highly-regarded grocery chain on the east coast with
locations ranging from New York to Virginia, who will be taking five King of Shaves Shaving Gels. We have also
persuaded Target, a high profile retailer here in the USA, to re-stock two AlphaGels
in larger stores nationwide. KMI USA has also managed the much anticipated
arrival of Fish Hair Styling state-side; see over page. This ‘authentic’ and ‘best-inclass’
range is launching in Rite Aid and online at drugstore.com.
We’re also proud to announce that King of Shaves MagnaGel MME
was recently crowned with a 2006 Men’s Health Grooming Award
for ‘Best New Shave Gel’. To sum up, we continue to actively grow
distribution on all of our lines as well as investing in smart marketing
initiatives, such as the US Open of Snowboarding, that put us in
direct contact with consumers helping increase brand awareness
and ultimately drive sales in the USA.
For a list of all retailers in the USA please visit www.shave.com/usa
KING OF SHAVES
CREAM OF THE CROP
After over two years of continuous development, King of Shaves launched in Tesco stores nationwide what we
believe is the most technically advanced shaving cream – AlphaCream ALS (Advanced Lubrication System).
The rich, low foam formula has been well received by both the trade and (most importantly) end-users. This is no
surprise as AlphaCream ALS features Lubrinyl-12, a patented ingredient which acts like a micro-thin layer
of ball bearings virtually eliminating friction thus helping to optimise razor glide. Dermatologically tested, pH
balanced, fragrance free and packed with essential oils and soothing Aloe Vera and
Vitamin E it’s not hard to see why AlphaCream ALS is the ‘cream of the crop’!
AlphaCream ALS Shaving Cream: 175ml, £3.99
SHAVING GEL refreshment for women
For women, King of Shaves has developed Shave & Refresh Shaving Gel that
gives a zesty refreshing burst of citrus lime aroma. It is enhanced with an advanced
version of the unique King of Shaves mDDS (micro Dual Delivery System), which
delivers pore sized particles of skin-nourishing Vitamin E and Grapeseed Oil direct
to the skin for maximum effectiveness.
The formula also includes Octacare which provides extra lubrication to the razor
blade and encourages the skin to retain water which gives a better overall post-shave
feel. Also included in the gel is a rich dose of Aloe Vera, Spearmint and Eucalyptus
that naturally soothe and heal the skin, leaving it supple, moisturised and silky soft!
Shave & Refresh Shaving Gel: 175ml, £3.99

MARKET SHARE DATA
King of Shaves continues to establish itself as the number
two male and female shave prep brand by value in the UK.
We are showing growth in all key accounts and are pleased
to report distribution gains in both Sainsbury’s and Waitrose.
THE “CAN DO”
ATTITUDE
Nivea
for Men
A “can do” attitude, we’ve got it, but have you To work
with KMI and be one of our suppliers we’d say it’s become a
pre-requisite. We all know the market is not going to get any
easier to service; our customers are not going want or accept
less; the lead-times will never be long enough; the target
price will always be demanding; the requirements challenging
and things can still go wrong. But with a ‘can do’ attitude
there is business to be grown and money to be made. We all
know the cons, but we need to focus on the pros.
Luckily we have relationships with many “can do” suppliers,
two notable examples being Continental Bottle Company
(CBC) and Tripak Services Ltd. Both these companies have
seen their share of our business grow over the past few years
due to a major part of their desire to do business, help meet
the deadlines, hit the price point and achieve (or exceed) the
quality required. Our relationship with them is open, honest
and transparent – this avoids unpleasant surprises on both
sides. Even if the news isn’t good, or there are unforeseen
problems, they come armed with “can do” solutions.
Thank you to the “can do” teams at CBC and Tripak!
Colgate
Palmolive
L’Oreal
Wilkinson
Sword
Other
P&G
Source: IRI Data.
King of Shaves and major UK competitors’ sales 01/01/99 to 31/03/06.
note: Gillette IS Omitted from this graph, THEIR market share IS 58.5%.
FISH FOOD
FOR THOUGHT
With 70% growth year on year, Fish remains
one of the hottest products on the menu.
So it’s no surprise that 2006 will be another
exciting and busy year for the Soho brand.
There has been plenty of Fish activity in recent
months (and there’s more to come) with new
product development as well as adventuring
into fresh waters!
FISH SWIMS THE ATLANTIC
Watch out USA, Fish has landed! Rite Aid,
an American equivalent of Boots in the UK, has
snapped up Britain’s coolest men’s hairstyling
brand, initially taking five SKUs.
Other major retailers are hot on their heels, so
we will be able to report more good news stateside
soon. Journalists and key trade personnel
attended the New York launch, held in the aptly
named ‘Fish’ restaurant in SoHo, where Paul
Burfoot was on hand to style and entertain!

FISH launched in sin
Fish has continued its reputation for high impact,
eccentric launches by recreating a peep show in one of
Soho’s newest clubs, Sin, earlier in March. Key journalists
from Maxim, Men’s Health, FHM and The Sunday
Times Magazine (to name-drop but a few) enjoyed the
delights of Fishwives and Fishermen demonstrating our
new products: FishHead Moisturiser, FishFace Face
Wash and the two DryFish Anti-perspirants. Everyone
loved the “straight or kinky” theme and loved the new
products even more!
FISH | KING OF SHAVES
DRYFISH
Two new antiperspirants
in
Deep Sea and
Reef fragrances
guaranteed to
keep you dry as a
bone for 24 hours.
150ml, £3.29
FishHead
A moisturiser featuring
HydroCreatine that will
protect your face (and head)
from the horrors of the
world. 100ml, £5.99
FishFace
This deep pore cleansing
face wash, will keep your
skin as clean as a whistle!
150ml, £4.99
FISH ON TOUR
Fish is hitting the streets! If you
haven’t seen Fish in a club, festival or
summer ball near you, you soon will!
With the success of a ‘styling area’ at
über cool club night Pushca, Fish will
be pitching up at a variety of other venues
during 2006 to show off our wares
to the youth of Britain. Be the first to
know by signing up for the Fish newsletter
at www.shave.com/jump/email.

AN e tra rdinary
fragrance
Introducing Ted Baker XO – certainly no ordinary designer fragrance! This is our seventh
fragrance we have designed for Ted Baker, and one of which all at KMI are hugely proud
TED BAKER FRAGRANCES
We’ve really gone to town with the concept, design, execution and
manufacture of these fragrances for men and women; combining a
geometrically styled, custom tooled bottle with a warm wood base,
rich, sensual colours and of course, a smell to die for!
The Fragrance
For Him – A fresh fougere composed by Jean Charles Niel from IFF.
With aromatic woods, pink pepper and warm sensual spices, this
fragrance can only be described as one that separates the mundane
from the extraordinary! An ExtraOrdinary man has a passion for the
finer things in life and this fragrance certainly encompasses that.
For Her – A sparkling luminous floral created by Sophie Labbé of
IFF. A perfect combination of orange blossom, tuberose, gardenia
and jasmine with leafy undertones and a base of heliotrope and
powdery musks. The ExtraOrdinary woman is sophisticated and
passionate; she knows where she wants to be and is going to have
fun getting there.
Designed in-house, the beautiful bottle is a fusion of architectural glass,
the natural beauty of oak and matt metallics. Just like the Ted Baker
stores with their unusual use of fabrics, we have brought together these
three very different feels. Think contemporary and classical.
The Launch Venue
Xo will be launched at Annex 3 (as pictured on the right), which is the
latest project by the trio who created hip bar Lounge Lover and cult
restaurant Les Trois Garçons and is well worth a visit to take in the
amazing décor as well as for the fabulous food.
Distribution
The two 75ml XO Eau de Toilettes will debut exclusively in Debenhams
from 19 th June for two weeks. They will then be launched in Boots,
Harvey Nichols and Ted Baker stores supported by staffing and
sampling in all of our launch locations.

Dressed to impressed
Ted Baker Collectables
Matching collar and cuffs Shoes that complement your
handbag What about a fragrance that mirrors your outfit
Ted Baker’s new limited edition fragrance Collectables
are dressed in the stylish designs of his eclectic and lauded
Spring/Summer 2006 fashion collections.
Skinwear’s immediately recognisable jacket has been
transformed with a floral design echoing the relaxed flamboyance
of 1920s Cuba whilst Woman features a light and
summery, feminine floral print.
Ted Baker Skinwear Collectable EDT: 60ml, £20.00
Ted Baker Woman Collectable EDT: 60ml, £25.00
PRIDE OF ENGLAND
This summer, when the world’s biggest sporting event kicks off, you can get behind
the England boys and show your support with a true British favourite, Ted Baker.
To celebrate the World Cup, we’re launching Pride of England, a limited edition
Skinwear fragrance, patriotically wrapped in a tailor-made jacket featuring Ted’s own
iconic ‘Three Lions’ motif. What’s more, with every purchase of this fragrance customers
will receive a complimentary ‘Three Lions’ towel.
Ted Baker Skinwear Pride of England EDT: 60ml, £20.00
BODYWEAR BOOSTS BOOTS
The Ted Baker Bodywear range, which was launched in
September 2005, was a storming sales success over the
Christmas period. So much so that Boots were using it in
the financial press as an example of successful product
introduction and sales generation.
However we are not resting on our laurels.
Work on expanding and refining the range
lines continues. Product formulations are
being improved whilst some of the colourways
are also being refreshed – these
changes should filter through to on-counter
from May 2006.
Watch out for our limited edition offering,
which will be available from August 2006,
comprising of new Body Washes and Body Sprays for men
and women. In addition, we will be launching a new range of
wonderful Christmas gift sets. Like last year’s sets, these will
offer great value for money and we are confident they will do
very well in the competitive Christmas market.
Bodywear is also helping raise
the profile of the Ted Baker Fine
Fragrance business and we are
strategically placing three men’s
and three women’s miniature
fine fragrances on the self-select
Bodywear fixtures to encourage
trial and purchase of the fullsize
offerings.

New blades
Covent Garden, April 2006, King of Shaves
recruited two more Young Blades to join the
ranks of the existing 10 talented Blades; they
all received a £1000 to help them step closer
to their dream of representing Team GB at the
London 2012 Olympics. The new blades are:
Rory Williams (21) was born with Quadriplegic
Cerebral Palsy and started riding with the South
Bucks Riding Group as a therapeutic past time.
It soon became apparent that Rory was destined
for bigger and better things
and in March 2004 Rory gained
a place on the World Class
Start & Potential Paralympics
Dressage Squad. Rory is on
track to be an integral part of
the GB Para Dressage Squad
in Beijing 2008.
Richard Charlesworth (17) from Hemel
Hempstead is being touted as the next big thing
in British swimming. Having recently won two
Gold medals at the Commonwealth Trials, he
has cemented his number
one ranking for his age in the
400m and 1500m. Richard has
been selected by The British
Swimming Association to
spend the next two years
training at the world renowned
Southport School in Australia.
Covent Garden, Young Blades with Kristan and Shelley.
For further information: www.shave.com/youngblades
SILVER BULLET SHELLEY
Congratulations to Shelley Rudman on winning her silver medal at
this year’s Olympic Winter Games in Turin. Will, Hiten and other members
of the King of Shaves team were trackside to cheer her on and
to witness her fantastic achievement. Kristan Bromley unfortunately
missed out on the medals by just a few hundredths of a
second but achieved a highly commendable fifth place.
Both Kristan and Shelley generated huge amount of
local and nationwide PR coverage for King of Shaves
before, during and after the Olympics.
a class above
James Sheppard and Chris Parsonage have got off to a great start
in the first Grand Prix of the 2006 UIM Class 1 Offshore Powerboat
Series, finishing a fantastic second in the ‘Pole Position’ series and a
creditable fourth in the first Grand Prix event. As this was the very first
time they have raced together, this is a great achievement.
To follow their progress please
visit www.shave.com/class1 or
www.class-1.com – the official
Class 1 site. On June 12 th we have
a press day at Plymouth, where
journalists and sports celebrities
will be trying their best to drive
‘King of Shaves’ the fastest!
TED BAKER FRAGRANCES | SPONSORSHIP

KMI NAMES AND FACES
NEW FACES AT KMI
© KMI 1999-2006. ® and TM denote trademarks. KMI REF: K1525. E&OE
Satish Patel joined KMI from perfumer
Penhaligons to work on the Ted Baker brand. As
the Bodywear range (exclusive to Boots) is growing
at such a phenomenal rate, from April, Satish
has focused solely on Ted Baker Bodywear as
a Brand Manager, splitting his time to work at
KMI’s UK head office, Boots in Nottingham and
at Ted Baker in London. With nine year’s experience
in fragrance and premium brands, we look
forward to Satish’s input to the KMI team.
Jenny Moore joins us from Ketchum London
where she worked on Procter & Gamble’s leading
cosmetic and skincare brands, devising and implementing
results-driven, strategic PR programmes
including planning and coordinating major product
launches and events. At KMI she will report to
the Board of Directors as Media Relations and
Sponsorship Development Manager and will be
responsible for handling KMI’s extensive media
and sponsorship initiatives, working alongside the
sales and brand development managers as well as
our retained PR companies.
We are also pleased to welcome on board Alison Cooper, who is assisting
Vicky and Charlie on a part-time basis in the accounts team.
CONGRATULATIONS PHIL
The Network Journal will honour Phil Williams,
President of Sales & Marketing USA in its annual
‘40-Under-Forty’ awards celebration. The awards recognize
young African-American achievers in business.
Honourees are chosen based on a palpable display of
excellence in business, passion for achieving higher
goals and commitment to the community.
Knowledge and Merchandising Inc Ltd
UK: 17-19 Chiltern Court, Asheridge Road, Chesham, Bucks HP5 2PX
T 01494 783066 | F 01494 783088 | E info@shave.com | W www.shave.com
USA: 304 Park Avenue South, 11th Floor, New York, NY 10010
T (212) 590 2471 | F (212) 590 2472 | W www.shave.com/usa
PLEASE NOTE:
ALL KMI EMAIL ADDRESSES HAVE CHANGED.
PLEASE UPDATE YOUR RECORDS.
KMI UK:
ALISON COOPER PART-TIME Accounts ASSISTANT
E alison.cooper@kingofshaves.com T 01494 770884
Andy Hill MANAGING Director
E andy.hill@kingofshaves.com T 01494 770850
Bill Oehlman Despatch
E bill.oehlman@kingofshaves.com T 01494 770870
CHARLIE WONG Financial Controller
E charlie.wong@kingofshaves.com T 01494 770872
Hiten Dayal Chairman
E hiten.dayal@kingofshaves.com T 01494 783066
Jane Greenaway Production Manager
E jane.greenaway@kingofshaves.com T 01494 770854
Janey CAMPBELL Office Administrator
E janey.campbell@kingofshaves.com T 01494 770893
Karen Brooks PROJECTS AND DEVELOPMENT MANAGER
E karen.brooks@kingofshaves.com T 01494 770858
Lisa STONE (née COULSTOCK)
Sales and brand manager (Ted baker fragrances)
E lisa.stone@kingofshaves.com T 01494 770862
Louise LARCHé
Production Controller (Ted Baker Fragrances & FISH)
E louise.larche@kingofshaves.com T 01494 770886
Martin Park Projects Director
E martin.park@kingofshaves.com T 01494 770882
Michelle turner design team
E michelle.turner@kingofshaves.com T 01494 770876
Nicky Springle Customer Care MANAGER
E nicky.springle@kingofshaves.com T 01494 770860
Patrick NiElsen
UK Sales and brand manager (King of shaves)
E patrick.nielsen@kingofshaves.com T 01494 770880
Richard Darnell Accounts Receivable Manager
E richard.darnell@kingofshaves.com T 01494 770878
Satish PATEL
Sales and brand manager (Ted baker bodywear)
E satish.patel@kingofshaves.com T 01494 770895
Simon Watson Head of Design
E simon.watson@kingofshaves.com T 01494 770874
Spencer Harding Design Team
E spencer.harding@kingofshaves.com T 01494 770888
tom dawes
Sales and brand manager (Fish)
E tom.dawes@kingofshaves.com T 01494 770856
VICKY GOLTZ ASSISTANT Accountant
E vicky.goltz@kingofshaves.com T 01494 770864
Will King Founder
E will.king@kingofshaves.com T 01494 783066
Yasmin Sadiq Production Controller (KING OF SHAVES)
E yasmin.sadiq@kingofshaves.com T 01494 770896
Zoé TEMPLETON Sales Orders & Logistics Controller
E zoe.templeton@kingofshaves.com T 01494 770868
KMI usa:
phil williams PRESIDENT OF SALES & MARKETING
E phil.williams@kingofshaves.com T +1 (212) 590 2401
Stephanie eddy president of operations
E stephanie.eddy@kingofshaves.com T +1 (212) 590 2471