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Brief Published: 11 Nov 2013

Male Grooming, NYC: Corner Shop


American male grooming brand Harry’s, which launched online earlier this year, has opened Corner Shop – a barbershop-cum-retail location in Soho, New York. The store offers male grooming services alongside a curated selection of non-Harry’s products.

Founded by Andy Katz-Mayfield and Jeff Raider (co-founder of US optical brand Warby Parker), products are sold on a promise of quiet quality and simple styling. These brand values are also reflected in the distinctly pared-back space, which has been modelled on a traditional community-driven barbershop. Subtly styled but veering away from traditionally dark, masculine colours, the store is accessorised with notebooks, radios and motorbike helmets in shades of orange, blue and red.

The brand has already stated that its e-commerce site will be its main sales channel, suggesting that volume sales will not be a key aim of the physical store. Instead, the space is conceived as a hangout where the brand can connect with its customers.   

Ensuring the brand’s online presence is felt in-store (and quite possibly pooling invaluable data to be filtered off elsewhere), Harry’s has created the Cut Archive iPad app. It works as a kind of virtual logbook of each customer’s haircuts and styling preferences, enabling the barbers to get to know their patrons better.

The new store follows Harry’s September 2013 launch of Five O’ Clock Shadow – an online magazine featuring men’s style and profiles of inspirational males, including employees like Duval Lawton – a barber at the Corner Shop.

For more on current trends and strategies in the male grooming market, see Male Groom Boom, USA, Hammer & Nails Salon and MenScience Flagship