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Brief Published: 13 Jan 2014

GQ Brings Barber to NY Sports Venue

GQ x Fellow Barber at the Barclays Centre

The US edition of men’s magazine GQ has extended its non-publishing portfolio with the launch of a permanent barbershop in Brooklyn’s Barclays Center entertainment venue.

The venture is a collaboration with trendy US shaving company Fellow Barber – a brand that describes its proposition as “hassle free yet high quality without the pretensions of a salon”; an ideal choice for the ultra-mainstream choice of location.

Playing to the stereotypical, somewhat nostalgic image of the barbershop genre, the store design has a traditional aesthetic with chequerboard flooring, park-bench-style seating and old-fashioned barbers’ chairs. Haircut and shave packages range in price from $10-$75.

"Sports and men’s fashion go so well with barbershops – it's just a comfortable atmosphere where guys can hang out and talk about their passions," said Fellow Barber founder Sam Buffa.

The Barclays Center has been building its status as a multi-purpose and luxury leisure facility for some time. Along with GQ’s Barbershop, it’s now also home to ultra-exclusive nightclub The Vault and fashionable eateries including premium burger bar Fatty ‘Cue.

For more on public spaces becoming retail hubs, see the New Retail Hubs section of our Nomadic Retail report in the Anywhere Retailing Industry Trend, and also Hybrid Retailing in the Future of the Store Industry Trend.

The move is the latest in GQ’s overall expansion, following the launch of GQ-branded bars in Istanbul, Moscow and Dubai. It joins a rising number of publishers that are venturing out of their traditional sector. For more, see our Magtailing report.

For more on current trends and strategies in the male grooming market, see Male Groom Boom, Hammer & Nails, Gentlemanly Pursuits and Male Grooming.

See also How to Sell to Modern Men and Men-Only Store Concepts, and watch out for our upcoming Industry Trend The New Masculinity, publishing in February 2014.