If you live in the United Kingdom, and you are told to name a brand of condoms, there is only one name that comes to mind first and that is durex But, why is this the case, and how did Durex obtain such a foothold on a multibillion-pound market? In this guide, we will explore the company in more detail and how events have conspired to make certain the company was a success.

History of Durex

Durex has been manufacturing condoms since 1929, although the company was originally established in London in 1915 to produce and import condoms and barber equipment. However, the focus soon became about their brand of condoms rather than importing. The Durex brand name derives from its saying "Durability, Reliability, and Excellence."

In 1930, the Church of England declared that condoms could be used by married couples for contraception. This proved to be a massive boost to the sales figures of Durex, who quickly started to find themselves as the market leader.

As the revenue grew, Durex increased their advertisement budget all over the UK and shortly advertisement spread around the world.

In 1953, 1969 and 1974 Durex saw the arrival of electronic testing, anatomically shaped condoms and spermicidally lubricated condom respectively. All of these introductions enhanced safety, comfort and ease of use.

In the 1980s and with Durex already the market boss, the rise of the awareness of HIV and AIDS further enabled Durex improve their sales figures. At about the same time, Durex introduced its range into supermarkets and pub toilets.

With this being said, all has not been smooth sailing for Durex. In 2001 six high staff members of Durex faced a fraud case, which was later dismissed. However, at that time the company had to release several profit warnings. These warnings led the share price to an all-time low, and caused many to worry about the stability of the future of the manufacturer.

Since 2001, the company has gone from strength to strength as Durex increased their marketplace to Asia. The company was sold for just over £2.5 billion in 2010 by SSL International to Reckitt Benckiser.

Durex sells roughly one billion condoms every year that is 2.7 million durex condoms a day making it the largest brand of condoms on this planet. In fact, recent sales figures have indicated that Durex has a market share of 30%. The company has 17 factories spread all around the world, surprisingly enough none of these factories are in the UK. This is because Durex has outsourced their factories, mostly to countries in Asia.

Summary

Durex will remain the market leading condom brand because they were innovators in many areas of the market and as the saying goes the original is always best. That is why plenty of people will only ever buy durex condoms and no other company will ever get a look in regardless of what product they happen to produce.

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