Pace Shave occupies a unique position in the razor market. Its products and the expertise of its parent company make it a worldwide leader in technology, but because it focuses on private-label work and supplying OEMs with blades, it doesn’t have the name recognition other brands in the industry have. President Ken Hill says that despite the deep pockets of its competitors and their non-stop advertising assaults, Pace Shave has been able to create a highly successful niche for itself because the quality of its products shines through.
The company is the U.S. subsidiary of Dorco, a South Korea-based manufacturer of razors that recently marked its 60th anniversary. In 2000, Dorco began to branch out from the Asian market to serve other geographies, and in 2008 it opened its American operations. At first, Pace Shave concentrated on serving the private-label segment, but soon it captured portions of other markets, as well. Today, Hill says, the company holds 35 percent of the private-label market, but it also supplies bulk razors and blades for other manufacturers and provides direct-to-consumer razors under the Dorco USA brand.