If you reside in the United Kingdom, and you are asked to name a brand of condoms, there is only one name which comes to mind first and that is durex However, why is this the situation, and how did Durex get such a foothold on a multibillion-pound market? In this guide, we will explore the company more thoroughly and how events have conspired to make sure the company was a success.

History of Durex

Durex has been supplying condoms since 1929, although the company was basically founded in London in 1915 to manufacture and import condoms and barber supplies. However, the focus soon became about their brand of condoms instead of importing. The Durex brand name originates from its saying "Durability, Reliability, and Excellence."

Around 1930, the Church of England declared that condoms might be used by married couples for birth control. This turned out to be a huge boost to the sales figures of Durex, who quickly started to find themselves as the most popular.

As the revenue grew, Durex increased their advertising budget all over the United Kingdom and soon advertisement spread all over the world.

In 1953, 1969 and 1974 Durex saw the introduction of electronic testing, anatomically shaped condoms and spermicidally lubricated condom respectively. All of these inclusions enhanced safety, comfort and convenience.

In the 1980s and with Durex already the market boss, the increasing awareness of HIV and AIDS further helped Durex boost their sales figures. At roughly the same time, Durex introduced its range into supermarkets and pub toilets.

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

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 about one billion condoms per year that is 2.7 million durex condoms daily making it the largest brand of condoms on this planet. Actually, recent sales figures have suggested that Durex has a market share of 30%. The manufacturer has 17 factories scattered all around the world, surprisingly enough none of these factories are in the UK. This is because Durex has outsourced their factories, largely to countries in Asia.

Summary

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

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