For most new barbershop owners, the idea of retail is an afterthought. It’s a shelf you feel obligated to fill, so you stock it with a few familiar brands and hope for the best. This is a mistake. A well-executed retail strategy can add 10-20% or more to your bottom line, turning your shop from a struggling service business into a thriving, profitable brand.
But the world of products is overwhelming, and the fear of wasting thousands of dollars on inventory that just collects dust is very real. The secret isn’t to sell more products; it’s to sell the right products.
This guide will walk you through a simple, strategic process for curating retail products that your clients will actually want to buy.
Step 1: Start With Your Brand, Not a Catalog
Before you look at a single product, look at your own brand. Who is your target customer? What is the vibe of your shop? The products you carry are an extension of your brand identity.
- For “The Classic Gentleman”: Your retail should be timeless and sophisticated. Think classic pomades, high-quality shave creams, and elegant safety razors.
- For “The Young Professional”: Your products should be efficient and modern. Think versatile styling creams, quick-absorbing moisturizers, and high-quality, minimalist packaging.
- For “The Trendy Student”: Your shelf should feature bold, high-hold products for creating specific, modern styles. Think texture powders, sea salt sprays, and strong-hold clays.
Your products should feel like they belong in your shop. When your retail selection aligns with your brand, it builds trust and makes the sales process feel natural and authentic.
Step 2: The “Less is More” Approach
Your goal is not to replicate the endless aisles of a beauty supply store. Your power lies in curation. A cluttered, overwhelming shelf confuses customers. A small, carefully selected offering signals expertise.
Start with a core selection of 5-7 essential products. This makes it easier for your barbers to master the product knowledge and reduces your initial investment, minimizing risk. You can always expand later based on what sells.
A great starting lineup includes:
- One versatile, medium-hold styling cream or pomade.
- One high-hold clay or wax for more textured styles.
- A quality shampoo and conditioner.
- A beard oil or balm.
Step 3: Barbershop Product Sourcing
Once you know what you’re looking for, you can begin the process of barbershop product sourcing. There are two primary ways to get products:
- Work with a Distributor: This is the easiest path for most new shops. Distributors are large companies that carry multiple brands. You can set up one account and get access to a wide variety of wholesale barber supplies. This simplifies your ordering and invoicing.
- Go Direct to the Brand: Many smaller, independent, or premium brands don’t work with large distributors. To carry their products, you’ll need to contact them directly through their website to set up a wholesale account. This can be more work, but it’s how you find unique products that your competitors don’t have.
Step 4: The Silent Salesperson – Your Retail Display
How your products look on the shelf has a huge impact on sales. A great barbershop retail display should be:
- Clean and Uncluttered: Give each product room to breathe.
- Well-Lit: Spotlight your products. Good lighting makes them look premium.
- Accessible: Place your display where clients can easily see and touch the products, like near the reception desk.
- Priced Clearly: No one wants to have to ask how much something costs. Make sure every item is clearly priced.
By following this curated approach, you transform your retail shelf from a source of anxiety into a powerful, profitable, and brand-building asset.