Reinvent Your Barbershop's Retail Space

18 21 Man Made

Ideally, experts say that 20 percent of all salon revenue should come from retail. However, this is not the norm. “Finding someone who is at a standard of 20 percent retail to service dollars sales ratio is like finding a unicorn!” says 18.21 Man Made Grooming cofounder Aston LaFon. “The Professional Beauty Association and industry statistics report that the average retail percentage hover at around six percent. That’s a pretty big disconnect. And many salons don’t even measure these numbers.”

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So while boosting your in-salon retail seems like a smart move, it’s tough—especially given how easy (and sometimes cheaper) online product shopping can be. That’s when a little creativity and vendor support comes in. For instance, 18.21 makes the most of its Prohibition-era packaging to help salons and barbershops move more product. They’ve packaged small quantities of Man Made Wash, which normally comes in a whiskey flask, into small, foil-packed “shots” for customers to use later. Not only that, but the packets double as discount coupons. “Men return the empty packets to get a percentage off the purchase of a full size,” LaFon says.


[Image: Courtesy of Man Made Grooming]

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