NEW YORK — London-based King of Shaves will go on the offensive in the U.S. this fall — and Jason Kidd of the National Basketball Association’s New Jersey Nets will be leading the charge.

King of Shaves signed the 30-year-old, soon-to-be free agent guard to a two-year contract that sources estimate to be a $2 million deal. The endorsement is the linchpin of a marketing plan designed to boost the company’s presence in the U.S. and to coincide with a strategy to quadruple the brand’s U.S. distribution, which is currently at 1,500 doors, by year-end. The planned U.S. expansion reflects executives’ hopes of turning King of Shaves into a 13,000-door, $9 million retail operation here by 2005. Currently, King of Shaves generates $2 million at retail in the U.S.

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