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KMI Brands Appoints New CEO

KMI Brands Appoints New CEO

Rachel Parsonage has been appointed as the new CEO of KMI Brands Ltd, stepping into her new role from her previous one as Managing Director. Herbie Dayal who has been KMI CEO since the demerger from King of Shaves in 2009, remains the major shareholder and takes on a new position as Chairman. 

Rachel, who was named one of the UK’s 50 Most Ambitious Business Leaders of 2019 by LDC, has been instrumental in developing and shaping KMI Brands over the last decade.  Rachel joined KMI during a period of significant transition and has strengthened the business by developing a set of core values and ethics focused on people and leadership.

I’m honoured to be given the opportunity to lead KMI and it is a privilege that I take very seriously.  It is an incredibly exciting time for KMI, with new international markets opening, new licenses and new product launches imminent across our wonderful portfolio of brands. I’m looking forward to the next decade alongside an exceptional team who really do make KMI the outstanding business it is today.”

Before joining KMI, Rachel held several leadership roles both in beauty brands and in licensing businesses and has a strong operational background in business development, change management and cultural development.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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