Men’s Groomer Hammer & Nails Looks to Double Up for Years
Getting men to sign up for a manicure or pedicure takes a little different approach than it does for women. But once they do, they tend to stick with it.
According to Aaron Meyers, president and COO of Hammer & Nails Grooming Shop, the concept's speakeasy-like vibe goes a long way. But that first visit is likely just for some typical men’s grooming.
“When they come in, they’re not afraid of a haircut or a shave. Then they see the back room and they ask us, ‘What’s going on back there?’” said Meyers.
He said giving out a free nail service for first-timers gives them a sense of what is going on beyond haircuts, namely, some serious pampering—but for dudes.
“Up front in the shop we have haircuts and straight razor shaves, then the unique man cave in the back with bison leather chairs, Bose headphones and beer and scotch,” said Meyers. “We try to have this goal to have every guy walk in and feel like you’re the man. That kind of pervades the brand.”
That first visit is often a gift, too. He said there are a lot of men who come in saying, “'I don’t even know why my wife bought this,’” said Meyers. “When we see their feet, we know why.”
After that first experience, and maybe while the scotch is working its magic, he said the staff brings up the membership model of two services a month, which roll over or can be gifted. It’s something that comes out of the leadership team's Massage Envy pedigree, but with some tweaks for men.
“Selling to men is a little different, they don’t give you a lot of time. You’ve got about 20 seconds to convey your pitch, you don’t have 2-3 minutes; they just won’t give you the time,” said Meyers. “The pitch is quite simple, you love your experience, you feel good and look good, do you want to save money on future visits. They know that, ‘Yeah, I like to save money.’”
But that’s not to say men are all cave-dwelling, Al Bundy types. There’s been a sea change in men’s grooming that makes for fertile ground for concepts like Hammer & Nails. Men have realized that pampering is quite nice.
“Men are definitely learning about self care, this is kind of a society wide thing that is happening,” said Meyers, noting that things have changed since his time at Massage Envy. “Fifteen years ago, 99 percent of members were women. Now it’s almost 50 percent of members are men. So, it's them realizing that I feel better when I take care of myself.”
He said that’s been the foundation for growth at Hammer & Nails that could turn explosive over the next several years. The company doubled up in 2018 to 11 locations. And based on the company pipeline, they’re on track to double up in 2020 and 2021 as well.
“We’re trying to double each year for each of the first five or six years of the brand,” said Meyers.
As they do, they’re launching a line of men’s products for sale in the locations. Which serves as another way to reinforce the brand for men who might still be working out their self-care routine.
"We see that people that use the products are more sticky, their level of enthusiasm for the brand is higher. They’re generally happier when they’re engaged in multiple points. When you see our logo in your shower and see it on the sink every day, the power of that is kind of hard to comprehend,” said Meyers.
The investment range for the brand runs between $269,700 and $549,450, according to the company FDD. The company does not make financial performance representations in an item 19.