Maggard Razors

What Maggard Razors does

Maggard Razors is a direct-to-consumer e-commerce retailer and brand for traditional wet shaving products, founded in 2012 by Brad Maggard and headquartered in a historic 1888 building at 124 S. Winter St. in Adrian, Michigan. The company sells own-brand safety razors, synthetic and badger shaving brushes, artisan shaving soaps, and blade samplers, while also operating a curated marketplace aggregating 100+ vendor brands across 3,277 SKUs including 550+ shaving soaps and creams sourced from 15+ countries. Specialty services include a mail-in straight razor honing operation (running since 2009 with over 6,000 blades honed using Chosera, Shapton, Naniwa, and Thuringian stones) and custom razor restoration covering pinning, scale replacement, rust removal, and polishing.

The business runs on a Shopify storefront with same-day shipping for orders placed before 2 PM EST and free USA shipping on orders over $59. Pricing is structured in tiers: starter kits range from $49.99 (Basic) to $54.15 (Standard) to $104.62 (Premium, with Edwin Jagger, Merkur, or Muhle razors), with dedicated Women's kits as a separate line. Honing services are priced at $28 for full hollow and $34 for wedge razors. The customer base spans four persona segments: wet shaving enthusiasts, beginners, barbershop professionals, and women shavers, with starter-kit design specifically aimed at lowering barriers for cartridge-razor converts.

The company is a privately held Michigan LLC, bootstrapped and founder-operated with 1-10 employees and no detected institutional investment, parent company, or external funding. Distribution is exclusively DTC plus a single physical showroom in Adrian, with international shipping to 40+ countries (Canada, Australia, UK, Germany, France, Japan, and others). Marketing relies on the e-commerce site, email newsletter, and organic social (Facebook, Twitter, YouTube) supplemented by word-of-mouth within the wet shaving enthusiast community. The Vintage Vault sub-brand offers curated restored vintage straight razors, extending the assortment into higher-AOV collectibles.

Name

Maggard Razors

Legal name

Maggard Razors, LLC

Website

https://maggardrazors.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Maggard Razors is a DTC e-commerce retailer and brand of traditional wet shaving products, founded in 2012 in Adrian, Michigan. It sells own-brand safety razors and brushes, curates a 100+ vendor marketplace, and provides mail-in honing and restoration services.

Ownership category

akta.pro rank

Product category

Specialty Shaving Retail

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Brow & Facial Hair Tools (Tweezers, Razors, Trimmers) (CRABAKAD), Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

Keywords

• Wet shaving products
• Safety razors retail
• Shaving soaps and creams
• Straight razor restoration
• Shaving accessories marketplace

Headquarters

HQ city

Adrian

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Online sales of safety razors, straight razors, blades, shaving soaps/creams, brushes, aftershaves, beard products, and accessories. Primary revenue stream through their Shopify e-commerce platform with direct customer transactions.
2. Honing Services: Mail-in straight razor sharpening service. Full hollow razors $28, wedge razors $34, with additional fees for chip removal. Domestic return shipping free. International shipping additional $7.
3. Restoration Services: Custom razor restoration work accepted on occasion depending on workload. Contact-based pricing for vintage razor restoration including pinning, scale making, sanding, and polishing services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Maggard Razors is a specialty retailer and marketplace for traditional wet shaving products, selling its own branded safety razors, brushes, soaps, and blade samplers alongside 100+ third-party vendor brands including artisan soaps, straight razors, blades, aftershaves, and beard care. The company also provides mail-in straight razor honing and custom restoration services, with a physical showroom in Adrian, Michigan supplementing its e-commerce storefront.

Product overview

Maggard Razors is a traditional wet shaving e-commerce retailer and artisan brand founded in 2012, operating from Adrian, Michigan. The company offers its own line of safety razors (DE and single edge), shaving brushes (synthetic and badger hair in various sizes), artisan shaving soaps, and blade samplers under the Maggard Razors brand. Their core product strategy centers on wet shaving starter kits at multiple price tiers (Basic, Standard, Premium, and gender-specific versions) that bundle their branded razors and brushes with third-party artisan soaps and blade samplers. Beyond their own products, they operate a marketplace featuring 100+ vendor brands across safety razors, straight razors, blades, soaps/creams, brushes, beard care, and bath/body products. The company provides specialized services including a mail-in straight razor honing service (since 2009) and custom razor restoration. Their Vintage Vault sub-brand offers curated restored vintage straight razors. With over 550+ shaving soaps/creams in stock sourced from 15+ countries, Maggard positions itself as a comprehensive wet shaving destination with affordable pricing as a key differentiator.

Differentiator

Problem solved

Functional benefit

Products and services

• Maggard Razors Safety Razors Own-brand double-edge and single-edge safety razors offered in standard chrome, black anodized, and other finishes with various handle and head configurations for traditional wet shavers.
• Maggard Razors Basic Traditional Wet Shaving Starter Kit Entry-level wet shaving kit bundling a Maggard razor (choice of head), 22mm synthetic brush, artisan shaving soap, and 15 blade sampler, targeted at beginners transitioning from cartridge razors.
• Maggard Razors Standard Wet Shaving Starter Kit Customizable mid-tier starter kit with multiple razor head options (Mild V3M, Standard V3, Aggressive V3A, Open Comb, or Slant), brush selections, soaps/creams, and optional aftershave for intermediate wet shavers.
• Maggard Razors Premium Wet Shaving Starter Kit Premium starter kit allowing selection from Edwin Jagger, Merkur, or Muhle razors, higher-end synthetic or badger brushes, premium creams, and configurable blade counts for experienced wet shavers.
• Maggard Razors Women's Wet Shaving Starter Kits Gender-specific starter kits (Basic and Standard versions) including a Maggard razor with chrome head, 24mm synthetic brush with purple handle, artisan soap, and blade sampler, designed for women shavers.
• Maggard Razors Shaving Brushes Own-brand shaving brushes available in synthetic (multiple colors), 2-band badger with aluminum or resin handles, and SHD (Super High Density) badger knots in 20mm to 30mm sizes for wet shavers.
• Maggard Razors Blade Samplers Curated blade sampler packs offered in 5, 7, 9, or 12 brand variety packs allowing customers to test different double-edge blade brands at discounted per-blade pricing.
• Straight Razor Honing Service Mail-in professional straight razor sharpening service using Chosera 1000 grit for bevel setting followed by Shapton 4k/8k, Naniwa 12k, and Thuringian finishers, with a typical 3-7 business day turnaround. Full Hollow Razors $28, Wedge Razors $34, plus chip removal fees.
• Razor Restoration Service Custom restoration of vintage and used straight razors including pinning with brass, nickel-silver, or stainless steel pins, scale replacement in G-10, Micarta, carbon fiber, or buffalo horn, rust and pitting removal via multi-grit sanding (100-1500 grit), and professional polishing with greaseless compounds; contact-based pricing.
• Vintage Vault Collection Curated sub-brand collection of restored and vintage straight razors from historic manufacturers such as Wade & Butcher, Frederick Reynolds, Boker, and Dubl Duck, including historically significant pieces from Germany, England, and the USA.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• West Coast Shaving: Direct competitor operating a similar artisan wet shaving e-commerce store with safety razors, straight razors, brushes, soaps, and blade samplers. Closest comparable in product breadth, target audience (traditional wet shavers), and online marketplace model.
• Razor Emporium: Direct peer selling vintage and new straight razors, safety razors, and honing/restoration services. Closely comparable curated marketplace model with a strong emphasis on straight razor expertise, similar to Maggard's honing and Vintage Vault offerings.
• Italian Barber: Canadian-based wet shaving e-commerce retailer offering artisan soaps, brushes, safety razors, and blade samplers. Directly comparable niche marketplace model serving the same traditional wet shaving enthusiast community.

Emerging players

• Stirling Soap Company: Artisan soap maker whose products Maggard resells. Comparable in the wet shaving community with direct-to-consumer soap sales, brushes, and accessories; represents both a vendor and a partial competitor as they expand own-brand offerings.
• Edwin Jagger: UK-based manufacturer of safety razors and shaving brushes sold through Maggard's marketplace. Comparable as a wet shaving hardware brand with overlapping premium product positioning; functions as both vendor and adjacent competitor in the curated wet shaving ecosystem.
• Muhle (Hans-J\u00fcrgen M\u00fcller GmbH): German manufacturer of premium safety razors, brushes, and shaving accessories featured in Maggard's premium starter kits. Comparable as a traditional wet shaving hardware brand with similar target customer; functions as a vendor and partial competitor at the premium tier.

Broad incumbents

• The Art of Shaving: Established premium men's grooming brand (acquired by Procter & Gamble) offering safety razors, straight razors, and shaving products through retail stores and e-commerce. Comparable product category and target customer (premium wet shavers), but operates at larger scale with retail storefront presence.
• Harry's: Large direct-to-consumer men's grooming company offering razors, blades, and personal care products. Comparable in the men\u2019s shaving category, though Harry\u2019s focuses on cartridge systems with significant subscription economics and venture-backed marketing budgets, contrasting with Maggard's bootstrapped niche focus.
• Dollar Shave Club: DTC men's grooming company (Unilever-owned) selling razors and personal care products via subscription. Comparable in men\u2019s shaving category but operates at massive scale targeting mass-market cartridge users, contrasting with Maggard's traditional wet shaving specialty.
• Bevel: DTC men's grooming brand owned by Walker & Company (P&G-acquired). Comparable in targeting men transitioning to better shaving tools, but focuses on electric trimmers and skincare for men of color with much broader brand positioning than Maggard's traditionalist niche.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/maggardrazors
• YouTubeyoutube.com/user/undream22
• Facebookfacebook.com/maggardrazors
• LinkedInlinkedin.com/company/maggard-razors

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maggard Razors