Men's Grooming Lounge Hammer & Nails Reports 270% Revenue Increase in 2021

Hammer & Nails, a luxury grooming lounge specifically designed for men, is on pace to double its system-wide footprint in 2022 after closing out 2021 with immense growth and overall performance.

Hammer & Nails "Stout Beer" (Hops and Cedar) foot treatment improves skin’s elasticity while balancing natural bacteria. The effervescent quality creates a unique tingling sensory effect on the bottom of the feet, when poured into the foot soak.
- @hammerandnailsgrooming — Hammer & Nails "Stout Beer" (Hops and Cedar) foot treatment improves skin’s elasticity while balancing natural bacteria. The effervescent quality creates a unique tingling sensory effect on the bottom of the feet, when poured into the foot soak.

@hammerandnailsgrooming

Locations, Locations

Despite a challenging year for the industry due to the COVID-19 pandemic, Hammer & Nails reported a 270-percent increase in revenue in 2021 over 2020 and doubled the franchise system in the last 12 months. In 2021, Hammer & Nails signed more than 30 franchise agreements for new locations.

Currently, Hammer & Nails has 16 locations spread across five states: TX, CA, OH, VA, FL, and 18 locations currently in development breaking into CT, PA, GA, AZ and NC and 42 other franchise licenses sold breaking into two additional states: IN and D.C.

For 2022, Hammer & Nails’ goal is to have 20+ new shops operating by the end of Q2, and to sign 30 additional franchise agreements in markets across the country by the end of the year.

Prioritizing Self Care for Men

Luxury is the name of the game for all Hammer & Nails services.
- — Luxury is the name of the game for all Hammer & Nails services.

“As consumers are increasing self-care regimens during and after the COVID-19 pandemic, Hammer & Nails is capitalizing on this growing trend by creating an environment for men to enjoy a stress-free, memorable and one-of-a-kind experience,” said Jereme Shelton, VP of Franchise Development, Hammer & Nails.

The Hammer & Nails team has found men appreciate an experience tailored specifically to them, and intentionally removed the stigma of hand/foot care and hair color so men can look and feel their best.

While the brand enjoyed impressive franchise growth in 2021, Hammer & Nails also committed to giving back. In 2021, Hammer & Nails partnered with Zero Cancer, Men Actively Creating Healthy Outcomes (MACHO) and hospitals throughout the United States to provide complimentary grooming services to make patients battling cancer – the Hammer & Nails Cares program. The Hammer & Nails Cares program will provide $100,000 of complimentary grooming services in 2022 to male cancer patients in need.

The Hammer & Nails Experience

The Hammer & Nails experience is unlike any other. The atmosphere is low-lit, with soft ambient lighting throughout the shop. Exterior windows are tinted for privacy and the interior is furnished with dark wood and steel, creating a relaxing vibe.

Members are greeted by name, escorted to a luxurious oversized leather chair, and handed a menu with complimentary beverages ranging from an ice-cold water to McAllen’s whiskey, all of which is included in the service cost. Every guest has a personal TV, remote and noise-cancelling headphones for entertainment during his visit.

And because the Hammer & Nails training team is dedicated to quality and client experience, no matter which H&N a client visits, he will enjoy the same luxury experience every time.

For reprint and licensing requests for this article, Click here.