Michael Elliot makes his grooming man cave a hot spot in the franchising arena.
MICHAEL ELLIOT, A HOLLYWOOD SCREENWRITER turned-entrepreneur who wrote Brown Sugar and Just Wright, saw a need for a nail shop that caters to entrepreneurs, athletes, mechanics, and men who take proper care of their appearance and hygiene. So, he created a first-of-its-kind environment that was welcoming to all men. Oversized leather chairs, flat-screen TVs, dark woods, dim lighting, and sips of whiskey are what you’ll find at Elliot’s Hammer & Nails, the Nail Shop for Guys, located on Melrose Avenue in Los Angeles.
“We wanted to do everything possible to be the ‘antisalon,’ and we wanted men to know that this would be a unique experience,” recounts Elliot. “We were careful about our language, messaging, and imaging. We were careful to use inclusive language that wouldn’t alienate any class, race, sexual orientation, age, etc.”
The male-centric salon, which opened in 2013, doesn’t just tap into an unmet need but also a growing market. Beauty and personal care launches targeted specifically at men have increased globally by 70%, and men’s grooming in the U.S. is predicted to achieve $6.1 billion in retail value sales in 2017.
With a price tag ranging from $23 for a basic manicure to $120 for a milk and-honey soak experience, Hammer & Nails made $250,000 in sales revenue the first year in business. The hand-and foot man cave is on target to generate $2 million in revenues for 2016, with a staff of nine at the shop on Melrose and five employees at the Hammer & Nails Salon Group corporate office.
この記事は Black Enterprise の September 2016 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Black Enterprise の September 2016 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Great Leaders Aren't Born, They're Made
Former Aetna CEO Ron Williams shares his decades of leadership lessons in his new book
How Fifth Third's Kala Gibson Drives Impactful Urban Entrepreneurship
As executive vice president and head of business Banking for Fifth Third Bank, Kala Gibson focuses on helping small businesses gain the resources necessary for them to continue to drive employment, innovation, and impact.
I Want to Be a Triple Threat
I always loved Papa John's. I was introduced to it in ’89 in Baton Rouge Louisiana when I didn’t have a lot of money but I had enough money for a big ol’ Shaqaroni pizza—sausage, pepperoni, extra cheese.
This Young, Black Aerodynamics Engineer Is Rebooting Classics At General Motors
THE CHEVY BLAZER HAS GOTTEN A MAKEOVER IN 2019.
This Dell Exec Took A Leap, And Landed At SVP
NAJUMA ATKINSON HAS BUILT A 20-YEAR CAREER AT DELL TECHNOLOGIES Inc.
Power In The Boardroom
EXPANDING BLACK REPRESENTATION IN THE BOARDROOM AND THE C-SUITE REQUIRES ADVOCACY, STRATEGY, AND POSSIBLY, LEGISLATION. TO MEMBERS OF OUR B.E. REGISTRY OF CORPORATE DIRECTORS, HOWEVER, THE DETERMINING FACTOR COMES DOWN TO LEADERSHIP.
Has History Met Your Badass?
If black women don’t assert power and their place in history, everybody loses
A Crash Course In Success
Damian Mills’ strategic leadership, talented team, and knack for turning crises into Lucrative Opportunities turned his mega-dealership into an unstoppable force
Growing Together
How strategic alliances between major corporations and african american businesses and organizations can serve as models for economic and social advancement
The 4H Club
ICV partners has attracted millions in capital, built a portfolio of high-return companies, and diversified private equity by following its core values of staying humble, hard working, honest, and hungry
