California Centers

MAY 2017

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

Issue link: https://californiacenters.epubxp.com/i/820470

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6 California Centers Magazine | May 2017 C C H ave you ever been present at a popular neighborhood hair salon and observed the male customers being ushered to the back, curtained off area of the salon when they request certain services beyond a routine hair cut (such as a beard, ear or nose hair trim)? It's as though their grooming and hygiene needs are regarded as so unseemly and person- al that the general population cannot be witness to them. Well, owing to a ground breaking, specialized groom- ing franchise that aims to make hand and foot care and barbering services simple and affordable, men are com- ing out of the shadows and being ac- knowledged in a distinctly tasteful manner — on par with what women have come to expect from their own upscale beautician. Hammer & Nails Grooming Shop for Guys was founded in early 2013, when CEO Michael Elliott visited a nail salon for a pedicure service and felt out of place in an environ- ment that was perceived as having been designed to exclusively service women. Recognizing an underserved niche in the industry, and after doing some research that revealed that 25 percent of men get professional ped- icures and manicures, he conceived of a non-judgmental grooming center geared around catering to the needs of guys (and, in the process, seized upon the opportunity to capture a share of the estimated $21 billion a year men's grooming services seg- ment). The idea really took shape and drew significant attention when he pitched the concept on an episode of ABC network's "Shark Tank." It gar- nered enough interest to engender a male-centric retail start-up offering a well-rounded range of services, primarily encompassing hand and foot care and old style barbering. In Elliott's own words, "My goal in cre- ating Hammer & Nails was to gener- ate an experience where every guy would feel comfortable and pam- pered." The first and only corporate-owned location opened in November 2013 on Melrose Avenue in Los Angeles. The shop drew a loyal yet diverse client base, ranging from average, every- day walk-ins to a cadre of corporate executive clients, business owners, influential high profile personalities, and men of elevated social standing. The atmosphere at Hammer & Nails is at once refined and upscale, with interior appointments including low lighting, luxurious fixtures and de- sign elements, dark wood furniture finishes, steel architectural details, and the availability of complimentary beverages, oversized quality leather seating crafted for comfort, personal TV viewing screens with remote, and noise cancelling headphones. The founder quickly realized the widespread appeal of the shop's offer- ings, and that the concept could suc- ceed in a range of venues positioned in key markets across the country. Buoyed by the initial location's rev- enue figures, the first franchise op- portunities were offered in 2016. The Hammer & Nails Grooming Shop for Guys is a concept that has rapid expansion plans. The concept gained significant attention after appearing on "Shark Tank." HAMMER & NAILS Grooming shop for guys keeps its clients on point. Founded in 2013, Hammer & Nails has plans for 200 locations over the next few years.

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