Jacks of london - men's hairdresser

A comfy sofa, a cold beer and Playstation. What more could a man ask for? A decent haircut and a wet shave, maybe. All of the above are on offer at Jacks of London, along with plasma TV screens showing the latest sporting events and an atmosphere designed to ensure the all-male clientele feel right at home - but not pampered.Pampering is something of a swear word for the woman behind the Jacks of London brand. Sue Whitehead, managing director and founder, says: "We cater for the 'real man' and leave the pampering to the pampering houses." With 43 years' experience in hairdressing, Sue thinks she knows a thing or two about appealing to guys. She knew from the way men behaved in the unisex salon she used to run in Chessington, Surrey, that few felt comfortable in that environment. After experimenting with male-only zones in the salon, she realised 'real men' needed their own dedicated space and, in 1992, took the brave step of purchasing the premises next door and branding it Razors. A second salon soon opened in Wimbledon in February 1995 and became an instant hit with local males looking for an alternative to traditional barbers or unisex salons. Indeed, Razors' modern approach to barbering, offering men a relaxed and totally masculine atmosphere, proved so popular that five years ago Sue decided to create a franchise. Sue suggested the idea to her daughter, Emma, an experienced marketing professional, who came on board to help develop the concept. Emma realised the Razors concept wouldn't be quite right to roll out as a franchise package. For example, one of its trademarks was the antique pieces of furniture and styling mirrors, which would have been too expensive to replicate at multiple sites. Along with Emma, Sue set about creating a brand that would fit the bill and three years ago Jacks of London was born, with Wimbledon rebranded and the Chessington site closed. Today, there are two company-owned sites in Wimbledon and Guildford, plus two franchise outlets in Kingston and Birmingham. And this year will be busy, with a further five franchise deals in the pipeline, including sites in Darlington, Brighton and Bournemouth. To date, all franchisees and enquiries from potential franchisees have come from business people outside the company, although Sue would welcome interest from experienced stylists within Jacks. Would-be franchisees normally approach Jacks with an idea of where they would like to locate a salon, but Sue has the final say on whether the site will be right for the Jacks brand. "We will always research an area and if we feel it isn't right for Jacks, we'll recommend alternative locations," says Sue. The approach to client care will remain the same throughout the franchise network, confirms Sue. No appointments necessary, pre-cut consultations, high-quality haircuts at affordable prices, hot towels with any shave, and product advice - all delivered in a way that will not alienate even the butchest of clients. "It's about offering a simple and convenient service," says Sue. "We want people to leave completely satisfied, but ensure they find the experience easy and relaxing." Every detail is considered, right down to vibrating pagers to alert clients that their stylist is free, in case they are plugged into headphones, watching sport or playing computer games. The design for each salon varies slightly from one location to another, but the same level of thought goes into each, says Sue. "We always set the colour and shaving areas at the back of the salon, out of sight so that clients feel relaxed," she says. Price is another key element of the Jacks package. "We've found that around the £20 mark is acceptable to everybody," says Sue. "We offer the right service at an affordable price. This means people are happy to come to us up to 12 times a year." However, there is a knack to getting men into the salon and marketing material needs to have the right tone. Says Emma: "Terminology is very important when trying to appeal to men. For example, when I write for the website of our regular magazine, Evolve, I use a relaxed, quirky tone of voice - a similar style to magazines such as GQ and FHM." With franchise manager, Phil Wilson - formerly of Saks - on board, expansion is sure to follow, although Sue won't let growth come at too fast a pace. "We are expanding at the right speed, taking on new people as we need them," she says. "We don't want to lose the passion and the focus." Sue's passion is still evident. "This is a fantastic industry and such a great time to be in men's hairdressing," she says. "This sector is growing dramatically and people are raising their game."