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Lately, I've been spending a lot of time with my fiancee, Brent, in Sioux Falls, South Dakota....
Experiencing new cities is always interesting, and finding small business that offer great experience is my equivilent of treasure hunting.... This week, I encoutered a little experience gem we may well see more of in the future: Readers, meet "The Chop Shoppe," a funky, fun and very male grooming lounge in West Sioux Falls.
Let me preface my overview by saying that this experimentation was spawned by my ever practical cutie pie, who, like many bachelors, has his hair cut (ala electric razor) at a local discount barber for $10. The resulting coiff certainly isn't horrifying - just very often noticably uneven - especially to the discerning female.
Thus, when we passed the "The Chop Shoppe" coming back from the mall last week, I volunteered my hubby-to-be for a little experience research. He was a great sport about it, and here's what we discovered:
The Concept:
The Chop Shoppe is an unpretentiously cool destination for male grooming. Without a doubt, the owners know their clientelle: Everything there is guy friendly, from the name (it's a lounge, not a salon!), to the garage-inspired waiting area and the private "Detailing Rooms" which offer seclusion for other services such as "Sport Fascials." While it costs a bit more to get a Choppe than a razor cut from the barber, pricing isn't too much of a stretch: Chop Shoppe hair cuts are about $20, and other products are offeered for a reasonable price, as well.
The Environment:
Think "American Chopper" meets an upscale salon. The Chop Shoppe's lounge colors are red, black, grey and galvanized steel. A comfortable waiting room greets patrons, offering sleek leather seating and a very striking chrome and glass coffee table made out of mag wheels. Masculine details abound: Hang your coat on the gear-shift coatrack. Grab the paper from the tension mounted cable rack. Watch guy-friendly programming on one of several plasma screen televisions.
The Experience:
While ideally clients should be able to walk-in, the salon is booked several days in advance. It's best to make an appointment. Just check-in with the front desk and one of the lounge's very attractive staff members will invite you to relax in the waiting area. They'll also offer you a cold beverage.
Just beyond the waiting area, there are a number of workstations; each one featuring a red Craftsman toolbox workstation and a full-length mahogany mirror. After clients consult with a stylist, they are escorted to the wash area for a luxurious shampoo and head massage. Hair cuts are skillfully executed and take about 15 minutes to complete.
Beyond the styling stations, several private "Detailing Rooms" offer comfort and seclusion for clients seeking other male grooming services, including face and body "detailing" such as fascials, massages and body waxing. There's nothing girly about the Chop Shoppe's very popular manicures and pedicures, either. Try the patented Margarita Pedicure. They'll soak your tootsies "on the rocks" (hot stones) in a lime bath. You'll sip a frothy virgin margarita as they lull you into paradise with a complete leg and foot massage - while scrubbing, buffing and smoothing rough areas to produce sparkling, well-groomed feet.
Aestheticians and stylitsts are not only helpful with style and service selection, they're instrumental in introducing clients to new products. The salon also offers an array of quality men's products, including shampoo, conditioners and balms, skincare and fragrance. They'll assist with product selection and offer to set up a new appointment - recommended about every four weeks.
The Business:
The Chop Shoppe is the brainchild of owner, Michelle Flanagan, a veteran stylist and entrepreneur. She seems passionate about providing a comfortable, guy-friendly and inviting environment for guys who need "a little help" with personal grooming. Michelle, who can be found chatting up clients and performing services, claims that a large majority of her clients gravitate to the salon for detailing services, including waxing, manicures and pedicures. The full-service aspect of the salon makes the Chop Shoppe a best kept secret for guys who want to look their best.
Michelle's flagship store is just six months old, and doing quite well. Regular customers jamming the books. The concept and name have been painstakingly trademarked, and plans for new salons are in the works. The business concept seems quite solid: Male haircuts take less time, and men tend to require haircuts and grooming more frequently than women. The add-on value of services and product add to profitability margin. All tolled, the Chop Shoppe a fertile market for growth and expansion. The concept should be especially appealing in major metropolitan areas.
The Verdict:
So, what did my gearhead guy think? He'd definitely go back. He liked his haircut (and so did I). He loved the head massage. He thought the store concept (especially the mag wheel coffee table) was fun, cool and "very guy friendly." He even bought some "welding paste" for his new "doo" (at $18). Brent said he could see himself returning regular basis, provided he wouldn't "have to wait a long time" for service. His only other criticism pertained to the "lame" car magazines offered by the lounge. He plans to provide alternative suggestions when he returns next month.
All in all, the Chop Shoppe is a great concept store with a pleasing aesthetic and a keen focus on its customer base. As with any new business, the challenge will be managing business operations, growth and expansion without undermining customer experience. We wish Michelle the best of luck and optimistically look forward to witnessing her success.
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Comments
Hi Leigh,
Good article. Michelle Flanagan is onto something here. Talk about creating a unique brand! While lots of men have gotten used to getting hair cuts at unisex salons, this very male environment and experience has got to have a much higher comfort level for most guys.
Posted by: Claire Ratushny | 06.05.06
As I told Leigh, it's a business whose time has come. Reminds me of a similar shop in Los Angeles, Major League Trim. http://www.majorleaguetrim.com/
Of course, a huge difference is that the "stylists" at the LA shop look like porn stars, which is obviously part of the...uh..."experience."
Posted by: Ann Handley | 06.05.06
I also think it is a genious idea, however Ann Handley's remark about the L.A. shop seems to be a little harsh (considering she has not come into the shop to see for herself). It is unfortunate in a society that has come so far can be so narrow minded.
Congratulations to the Chop Shoppe. I wish them much success.
Posted by: nikol reback | 06.10.06
BTW Nikol I checked your bio and it says you are into laughing and dancing.
Those are great hobbies!
Posted by: Mack Collier | 06.10.06
I would like to respond to Anns' comments. I have been to Major league trim and have gotten to know the women at the salon. I am a male and it offends me that you feel the need to label another woman a "porn star" as you put it, because they are attractive. If you have a problem with the services at the salon I would recommend you go into the salon and see for yourself, they have a considerable amount of female clientele as well. It just seems very "junior high" like of you to make a remark about there looks, with no regard to their competence at their careers( which in my opinion they are very skilled at hair styling).
Posted by: paul l | 06.12.06
What I find ridiculous is that here are two great ideas and all this talk is about the appearance of the ladies at Major League Trim. My husband has his hair cut at Major League Trim and has raved about the salon. His compliments by the way have NOTHING to so with the way the ladies look.
However since it has been addressed and I have been to the salon with him, I would like to set the record straight. The ladies who work there are amazing. Their personalities are always upbeat and their services are impeccable and PROFESSIONAL and THAT is what keeps the men coming back. Lets face facts. If the hair cuts were not amazing the men wouldn't return regardless of how attractive the ladies are.
Congratulations to The Chop Shoppe and Major League Trim. I wish you both much success.
Posted by: crystal | 06.12.06
"Lets face facts. If the hair cuts were not amazing the men wouldn't return regardless of how attractive the ladies are."
I dunno if I agree with this. While women are pretty strict about their stylists, many men I know pick their stylist based on convenience. IOW, they aren't as loyal to stylists as women are. The haircut doesn't have to be amazing, as long as it is 'good enough', and done by a hot babe, that would be plenty good enough for most men, IMO.
As for Nikol/Paul/Crystal, what is 'junior high' is to totally twist what Ann said. She never said the stylists there were 'porn stars', she said they LOOK like porn stars. And the presumed attractiveness of the women stylists is OBVIOUSLY what the shop is using as their main marketing point, otherwise we wouldn't have a 'gallery' for each stylist.
The bottom line is, if you are going to create a site for your shop, and have a 'gallery' where you have half-naked 'stylists' hanging all over motorcycles, you are going to catch some heat for trying to use sex to sell haircuts, because that's obviously what you are trying to do.
Posted by: Mack Collier | 06.12.06
Mark,
I dont disagree with the fact that the stylists are Attractive or that it IS a draw. I was offended for the ladies at the porn reference that Ann used. My reason being that it felt like a sideways slap at the stylists abilities.
As to your knowing men that will return to a hot hair stylist even if the cut is mediocre - men I know in LA wouldn't. This town is very vain and the men Are most definetly included in that little fact.
Anyways, let us graduate from this banter for i dont see it accomplishing anything.
Posted by: crystal | 06.12.06
No judgment...Crystal, Nikol and Paul. I was just pointing out that the Chop Shoppe goes in one direction; your shop in another.
Regardless, the women are gorgeous, your shop is a success, and I'm just an editorial dweeb. So what's the worry?
Thanks for writing.
Posted by: Ann Handley | 06.12.06
I just read through this again and am somewhat speechless. I checked out the web site for Major League Cuts. I have not been there, but I'm sure the women there are skilled and wonderful. However, as a woman visiting the web site, the presentation did make me think "Hmmm...Hooters meets Haircuts!"
I asked Brent to check it out and all he had to say was "Leigh, men don't go to Hooters for the wings."
Whatever the case, I agree with Mack Collier's comments, and I don't think they're alone in using sex to sell product.
But SHIFTING the subject a bit, I thought i'd provide a few links to OTHER male grooming salons I've found since writing this article:
THE SERVICE STATION BARBER & BODY:
It's a stylized sort of vintage garage. No - it's it's a male focused day spa. You'll be greeted by (yet again) attractive "Pit Crew" members, wearing chest hugging tank tops that say "Serviced." This barber offers a comprehensive set of offerings for men, including haircuts, hot shaves, waxes, skin care, massage and other services.
THE GROOMING LOUNGE
Think Ivy League Men's Club meets Elizabeth Arden... only with Playboy on the coffee tables. The grooming lounge is a long established business in the DC area, with two salons in Washington and Tysons Coerner. In addition to offering a wide array of hair, face and body grooming services, the Grooming Lounge has a small catalog business and offers a comprehensive array of men's products and gifts.
Posted by: Leigh Duncan | 06.13.06
I greatly enjoyed your article and your writing style. The link was provided by my niece, Michelle. Thanks for the great affirmation of her work.
Do you have spell check with your writing program? I suppose most readers aren't interested in that detail; for me it would be the next best touch for your sparkly and engaging writing.
equivilent
fascials
All tolled
Very Best Wishes, Clare
Posted by: clare | 06.16.06
Hi Clare.
I do run spell check but often make last minute edits that evade the spell checker. Thanks for pointing out the errors as well as for your compliments.
Leigh
Posted by: Leigh Duncan | 06.19.06