The Endemol Shine Group and Caryn Mandabach Productions has announced a collaboration with barbers and grooming company Murdock London for a branded product deal for the television series “Peaky Blinders.”

Murdock London develop an official “Peaky Blinders” range of high-end grooming products. Products will include shave and beard kits. The first products from the collection will be available under the Shelby Company Limited label by the end of this year.

“As real fans of Peaky Blinders, Murdock are an ideal partner for this men’s grooming collaboration,” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “They share our passion and understanding of the brand and have produced a great product range which reflects the brand in tone and quality.  We’re looking forward to seeing more Tommy’s and Alfies around the U.K.”

Murdock London is a U.K. based chain of barbershops that also sell a variety of shaving and grooming products. The shops and products aim to create a luxury-style environment for men’s grooming needs. Joe Pomper, flagship head barber, Murdock London says the brands own classic and luxurious identity makes it a good partner for “Peaky Blinders.”

 “Sharply dressed and sporting slick, enviable haircuts to match, the Murdock London Barbers and ‘Peaky Blinders’ have plenty in common on appearance alone,” says Pomper. “Rarely does a day go by in our barbershops where ‘Peaky Blinders’ isn't discussed. It is an all-time favourite show of our barbers and clients, who actively seek to recreate the iconic looks of the Shelby clan.  We are absolutely thrilled to be working on this exciting new collaboration, creating a bespoke product range and grooming experience for the modern man, by order of the ‘Peaky Blinders.’”

The new partnership adds to Endemol’s extensive licensing program for “Peaky Blinders.” Endemol has recently debuted a music festival, apparel line and virtual reality experience inspired by the BAFTA-winning series.

For Endemol the deal also comes following the recent announcement that the company had been acquired by French company Banijay Group. The deal will see the company acquire the rights to Endemol’s 120 production labels and properties such as “Peaky Blinders.”