A men's grooming business that made a splash on "Shark Tank," operating on the premise than guys can enjoy manicures and pedicures too, is opening its first Cincinnati location in a former Hyde Park restaurant space.
Hammer & Nails Grooming for Guys is coming to the former Keystone Bar & Grill space at 3384 Erie Ave. in Hyde Park. The goal is to open in early April.
Hammer & Nails offers a full menu of grooming services, including hair cuts and styling, straight razor shaves, beard and mustache trimming and styling, hair dying, manicures and pedicures.
While Hammer & Nails is very masculine in its styling – its salons often have the vibe of a man cave or a classic men's barber shop – and "Grooming for Guys" is in the business name, it accepts members of all genders and sexual orientations.
Jason Cox is the franchisee for the Hyde Park Hammer & Nails. He was first introduced to the brand through a friend, who told him about a club where you can get a hair cut or manicure along with a complimentary top-shelf bourbon or Scotch.
"I said, 'You had me at bourbon or Scotch,'" Cox told me. "It's a very masculine setting, a very friendly staff. Of all the places I've gotten my hair cut, I've never been in a place like this and gotten a top-shelf beverage as well."
Hammer & Nails operates on a membership model, with a limited number of memberships offered to ensure it can serve everyone who has one. Cox said he believes the Hyde Park Hammer & Nails can support between 1,200 and 1,500 members.
Memberships are offered in two tiers: the classic, which entitles members to two services a month and 20% off services, beverages and retail products; and VIP, which carries three higher-tier services every month, access to a VIP area, additional massage and aromatherapeutic steamed towels with each service and a 20% discount on services and products. Hammer & Nails website lists standard memberships as costing $64 and VIP $149.
The Cincinnati Hammer & Nails will be a little different than the franchise's other locations since it previously was a restaurant space. That's part of what attracted Cox to the space.
In addition to salon services spaces inside of the building, it will have a full bar with a selection of whiskies that range from Woodford Reserve to bourbons that command $150 a pour. The outdoor patio that used to serve the restaurant will be its own al fresco lounge where members can enjoy beverages and cigars, which are available in a special humidity-controlled cigar room on-site. Members will be able to bring significant others and friends to enjoy the bar and lounge area, Cox said.
"It’s definitely a social club," Cox said. "I ran into a friend of mine at a dinner party at a friend’s house one night. He said he was going there (Hammer & Nails) just to disconnect from the office."
Hammer & Nails worked with Terry Ohnmeis with Cushman & Wakefield to broker its lease for the space.
"We think Hammer & Nails is also a unique concept that will fit perfectly," he said. "It's great timing as well with Dutch's open again and the popularity of the Sebastian bakery pop-up."
Hammer & Nails founder Michael Elliott brought the concept to "Shark Tank" in 2014, but ended up walking away without a deal from the celebrity investors.
Nick Bertagna is the Ohio area developer for Hammer & Nails, and owns two locations himself. What attracted him to the brand was he felt it was the first in its specific niche in luxury men's spa services.
Bertagna said Cincinnati can likely support four to five locations. He plans on selling those franchises after the first location has had time to gain some traction.
"The shop in Cincinnati is going to be the most unique barber shop in the entire country," he said. "It's a true man cave as far as aesthetics go. I'd put it against any barber shop in the country."
