Tom & Dicks

Tom & Dicks sells men’s grooming and lifestyle accessories—safety razors, badger brushes, beard oils, leather wash-bags and small-batch shaving soaps—priced £12-£65, sitting in the mid-range between supermarket and high-end barbershop lines. The range is kept tight: 30-40 SKUs, all stocked in their own warehouse and sold exclusively through tomanddicks.co.uk; no Amazon or bricks-and-mortar stockists. The brand positions itself as “modern British heritage”: stainless-steel DE razors engineered in Sheffield, cruelty-free soaps poured in Kent, and packaging printed with 1940s military typography. Their best-known set is the £45 “Officer’s Shave Box” (razor, blades, ceramic bowl and soap) which routinely sells out within 48 h of email drops and drives 60 % of first-time orders. Customers are 25-45-year-old UK professionals who want a ritual upgrade from plastic cartridges but reject barbershop mark-ups; they value domestic craftsmanship, recyclable aluminium tins and subtle citrus–wood scents rather than loud branding. Repeat buyers return every 10-12 weeks for soap refills, signalling a shift from convenience shaving to slow-grooming routine. They compete with heritage barbershop labels that charge £80+ for gift sets and with mass-market subscription clubs pushing colourful plastic. Tom & Dicks undercuts the former by 30-40 % while keeping UK manufacture, and counters the latter by emphasising durable metal hardware and low-waste refills, positioning the brand as the middle-ground that doesn’t compromise on quality or sustainability.