The founder of King of Shaves has launched a new company advising businesses how to sharpen up their performance.

Will King, who left the shaving brand last October, will use his 21 years’ experience at the helm to coach senior executives from SMEs up to FTSE-listed firms on how to perform more effectively.

Launching the Entrepreneur in Residence Company (theEiR.co) this week, King said he had already started working with a number of companies, and that several high-profile entrepreneurs would join him in offering advice and training later in the spring.

“I’ve learnt a huge amount these past 22 years and discovered the great number of people who really want insight into what it takes to be an entrepreneur, behave entrepreneurially, and serve up some of that secret ‘E-Sauce’ into their business irrespective of size, from start-up to FTSE 100,” King said.

“To my knowledge, no company exists which can inject what I’ve called ‘E-Suite’ expertise into a company at C-Suite (CEO) level that may never have been exposed to entrepreneurial traits.”

King stressed that, in order to remain independent, neither he nor his imminent team of entrepreneurs would sit on the board of any companies they advised.

The former King of Shaves chief executive stepped down last autumn after 21 years in charge. He remains on the board in a non-executive capacity as board director and as the largest individual shareholder.