Hammer & Nails is transforming the men’s grooming industry with its unique barbering services. It offers franchisees a recurring revenue model that is service-driven, cannot be outsourced, is recession-resistant and includes multiple revenue streams. By Erika Ortega
Hammer & Nails is transforming the men’s grooming industry with its unique barbering services. It offers franchisees a recurring revenue model that is service-driven, cannot be outsourced, is recession-resistant and includes multiple revenue streams.
In the last four years, the company has doubled its number of shops. As a result of a collaborative team dedicated to enhancing services and elevating the brand, Hammer & Nails will have over 40 shops open by the end of 2024. It plans to double in size again in 2025.
“It has been a collective effort to build robust processes and implement cutting-edge technology to support the brand’s expansion,” explained Vice President of Operations Kelly Daniels.
Hammer & Nails also expanded its franchise support team to dedicate more resources to the area developers and franchisees. By introducing a team of specialists focused on guiding franchisees from signing agreements to launching, the brand continues to fine-tune the onboarding process with ongoing training, construction assistance, a new customer relationship management system and an improved supply chain. What truly sets it apart from other franchises is its new pre-sales program.
“We launch marketing and begin membership pre-sales about three to four months before a new shop is ready to open,” explained Director of Marketing Jordan James. “At this point, construction is underway and new franchisees are set to reach a sales revenue target of up to $20,000 by opening day.”
This system helps franchisees profit faster and increases the long-term success of new shops.
Through continuous development of key partnerships with vendors and influencers, the brand is able to offer tools, such as Hattori Hanzo shears and Zenoti cutting-edge AI.
“What excites me most as the vice president of operations is witnessing the incredible growth our team has accomplished together since I joined in January 2023,” said Daniels. “I’m fortunate to work with such a passionate, collaborative team that is dedicated to driving our shared vision forward while continually enhancing the way we serve our customers and elevate the brand.”
Erika Ortega