Vintage Boots: Norelco Shaver

Norelco Shaver

One reason for retaining the Norelco name for personal care appliances was that a shift to the Philips name could have alienated those US buyers who were reluctant to purchase foreign brands. The market share of Philips, a European company, was very low in the US compared to other countries; with their Norelco and Magnavox brands, they were able to get a larger market share.

Eventually, to improve Philips brand recognition in the USA, Philips began branding their shavers "Philips Norelco" in 2005. The Philips Norelco co-branding will allow for an eventual phase out of the Norelco name in favor of the Philips name.