It appears that Henson may be planning to go mass market through internet and brick and market stores. This new price allows profit for jobbers and retailers. If this is not the case, then the price increase is to account for a mass market advertising budget, and continuing with direct marketing/sales (and a handful of retailers). I applaud them for wanting to improve their market share, but IMHO, a 40% increase was too high and may have the opposite effect. Henson does have a "disruptor" product, but "price point" is still the biggest factor in a competitive market. Our small forum group knows all of the competing DE/SE products made from aluminum (RR Lupo, Timeless, etc.), and we make our judgement on the comparative cost for that type of razor. The consumer does not know what we know, and Henson is betting on the value of their "shave", since it is better than a cartridge and nearly as idiot proof. Henson's new site stresses the long term costs of DE shaving versus Cartridges, like most new Kickstarter razor campaigns. This is the typical monetary "value" campaign to hook new DE shavers. IMHO, Henson needs to focus more on why their product is a disruptor and send that message louder.
No manufacturer of DE razors is at their machining tolerance level. No DE has their unique head architecture, which ensures safety from cuts and a comfortable close shave with no ingrown hairs.
I would have recommended smaller incremental price increases as market share increased, rather than a "huge sudden change". The price of aluminum has increased in the past 2 years, which may account for some of the increase. I wish them the best of luck with their new business plans and hope we do not lose another great DE product.
