Endemol cuts Peaky deal with boutique barber Murdock London

Grooming experts to release range of men's shave and beard kits, and other hair care essentials, under the Shelby Company Limited label

Written by Rhys Thomas

Posted 04.11.2019 | Lifestyle

Endemol cuts Peaky deal with boutique barber Murdock London thumbnail

Endemol Shine Group has cut a tidy deal with expert barbers Murdock London for a range of Peaky Blinders-inspired, high-end grooming products.

The partnership will see Murdock London develop an official Peaky Blinders range of high-end grooming products. Shave and beard kits, among other grooming essentials, will be launched under the Shelby Company Limited label, a nod to the family business operated by Tommy, Polly, Arthur and the rest of the dram series’ main characters.

The first wave of products is expected to launch before the end of this year.

“Rarely does a day go by in our barbershops where Peaky Blinders isn't discussed,” says Murdock’s Flagship Head Barber Joe Pomper.

“It is an all-time favourite show of our barbers and clients, who actively seek to recreate the iconic looks of the Shelby clan. We are absolutely thrilled to be working on this exciting new collaboration, creating a bespoke product range and grooming experience for the modern man, by order of the Peaky Blinders.”

Murdock London barbershops can be found across the UK capital and are renowned for more than just a short back and sides, offering style-conscious gents a chance to kick back, enjoying a drink and leave with a new tonsorial look.

Jane Smith, Group Director, Brand Licensing and Gaming at Endemol Shine Group, says it’s a “ideal partner for this men’s grooming collaboration”.

“They share our passion and understanding of the brand and have produced a great product range which reflects the brand in tone and quality. We’re looking forward to seeing more Tommys and Alfies around the UK!”

The new grooming range joins other upcoming Peaky Blinders products and experiences, including the launch of the AW19 tailored menswear capsule collection from David Beckham’s menswear label Kent & Curwen, a console game, a VR game and the continuation of products from our existing ranges. 


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