Erecting Hammer & Nails Salons Nationwide

Michael Elliot makes his grooming man cave a hot spot in the franchising arena.

- Carolyn M. Brown

MICHAEL ELLIOT, A HOLLYWOOD SCREENWRITER turned-entrepreneur who wrote Brown Sugar and Just Wright, saw a need for a nail shop that caters to entrepreneurs, athletes, mechanics, and men who take proper care of their appearance and hygiene. So, he created a first-of-its-kind environment that was welcoming to all men. Oversized leather chairs, flat-screen TVs, dark woods, dim lighting, and sips of whiskey are what you’ll find at Elliot’s Hammer & Nails, the Nail Shop for Guys, located on Melrose Avenue in Los Angeles.

“We wanted to do everything possible to be the ‘antisalon,’ and we wanted men to know that this would be a unique experience,” recounts Elliot. “We were careful about our language, messaging, and imaging. We were careful to use inclusive language that wouldn’t alienate any class, race, sexual orientation, age, etc.”

The male-centric salon, which opened in 2013, doesn’t just tap into an unmet need but also a growing market. Beauty and personal care launches targeted specifically at men have increased globally by 70%, and men’s grooming in the U.S. is predicted to achieve $6.1 billion in retail value sales in 2017.

With a price tag ranging from $23 for a basic manicure to $120 for a milk and-honey soak experience, Hammer & Nails made $250,000 in sales revenue the first year in business. The hand-and foot man cave is on target to generate $2 million in revenues for 2016, with a staff of nine at the shop on Melrose and five employees at the Hammer & Nails Salon Group corporate office.