No One Knows Blades Better
Wilkinson Sword (wilkinsonsword.com) scores 82 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among E-commerce brands, Fashion & Apparel brands, Other brands, in the 71st percentile of 9924 E-commerce brands.
Wilkinson Sword is a British brand established in 1772, known for manufacturing razors, blades, and grooming tools for men, as well as gardening products. Headquartered in High Wycombe, UK, and owned by Edgewell Personal Care, the company emphasizes over 250 years of blade-making heritage. It positions itself as an expert in male grooming, offering shaving and precision trimming products designed for performance, comfort, and control, targeting men seeking reliable everyday grooming solutions.
| Brand Name | Wilkinson Sword |
|---|---|
| Domain | wilkinsonsword.com |
| Industry | E-commerce, Fashion & Apparel |
| Founded | 1772 |
| Headquarters | High Wycombe |
| Parent Company / Owner | Edgewell Personal Care |
| Main Competitors | Gillette (91/100), Schick (83/100), Harry's (91/100), Dollar Shave Club (91/100), BIC (84/100), Braun (85/100), Philips (83/100) |
Moz Domain Authority 47/100 vs category average 44 / leader 99 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #638,176 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Wilkinson Sword has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Discover Wilkinson Sword’s expertly engineered razors, blades, and grooming tools for men. From smooth shaves to precision trimming, our premium products deliver performance, comfo…" (Meta description: 44 words. No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 4 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Shopify, WordPress, Ghost, HubSpot.
Social footprint: verified profiles on Instagram, X (Twitter), YouTube, GitHub; no detected presence on Facebook, LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Wilkinson Sword?", Claude could identify the brand as of September 2026. Wilkinson Sword is a long-established brand best known for razors and shaving products, and it also has a heritage line of garden tools and shears in some markets. It originated as a sword manufacturer in England before pivoting to consumer goods, and in shaving it competes globa Best known for razors and shaving products, with a historical legacy as a sword and blade manufacturer.
When asked "Best brands similar to Wilkinson Sword?", Claude would recommend Wilkinson Sword as of September 2026. It's a recognizable, long-standing brand in the shaving and grooming category, so it would naturally come up alongside brands like Gillette and Schick.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Wilkinson Sword's main competitors in E-commerce: Gillette (91/100), Schick (83/100), Harry's (91/100), Dollar Shave Club (91/100), BIC (84/100).
Sources: Brand Analyzer scan
Wilkinson Sword is a British brand founded in 1772 that manufactures razors, blades, and grooming tools for men, as well as gardening products. It is headquartered in High Wycombe, UK, and is owned by Edgewell Personal Care.
Sources: Wilkinson Sword official site
Wilkinson Sword has moderate AI-search visibility, scoring 64/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 62, recommendation 57). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Wilkinson Sword official site
Wilkinson Sword was founded in 1772. Wilkinson Sword operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Wilkinson Sword is headquartered in High Wycombe. Wilkinson Sword operates in the E-commerce category.
Sources: Wikidata
Wilkinson Sword offers razors, replacement blades, and other grooming tools designed for smooth shaving and precision trimming. The brand is also historically associated with gardening products.
Sources: Wilkinson Sword official site
Wilkinson Sword designs and sells razors, blades, and grooming tools aimed at delivering smooth shaves and precision trimming for men. The company also produces gardening products under the same brand name.
Sources: Wilkinson Sword official site
Wilkinson Sword scores 57/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Wilkinson Sword official site
Wilkinson Sword can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Wilkinson Sword official site
Wilkinson Sword is known for its long history of blade-making, spanning over 250 years, and for producing razors and shaving products trusted by generations of consumers. It is also recognized for its gardening tools in some markets.
Sources: Wilkinson Sword official site
Wilkinson Sword is owned by or part of Edgewell Personal Care. Wilkinson Sword operates in the E-commerce category.
Sources: Wikidata
Wilkinson Sword's products are used by men seeking reliable, high-performance grooming and shaving tools, including students, keyworkers, and everyday consumers.
Sources: Wilkinson Sword official site
Wilkinson Sword scores 64/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Wilkinson Sword has a moderate AI-visibility profile at 64/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is recommendation likelihood (57/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #638,176 (Tranco). In a live check, Claude could already identify Wilkinson Sword from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Wilkinson Sword: George Weston Limited (82/100), Westcott (82/100), Wine Insiders (82/100), Woodbrass (82/100).
A step up - brands to learn from: Zoom (91/100), Zappos (91/100).
Category leader: DHL (97/100).
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