Barberino’s Expansion in the U.S.: A Fusion of Tradition and Modernity
In an exciting development for the beauty and grooming industry, the Italian barbershop chain Barberino’s has made significant strides in the U.S. market since it opened its inaugural location in New York last year. With a fresh influx of capital amounting to $1.2 million, the company is poised to enhance its presence rapidly. Over the next 12 months, Barberino’s aims to establish two more standalone locations in New York City—one of which is set to debut next year—while also bolstering its product distribution channels both online and in wholesale.
Barberino’s initial investors include industry veterans Eric and Myriam Malka, who are well known for founding The Art of Shaving franchise. Eric Malka, now heading Strategic Brand Investments, serves as an adviser for Barberino’s U.S. entry and contributed to this latest round of investment. His expertise in the luxury grooming market, complemented by connections to other seasoned investors like Thomas Saujet from Saujet Holdings, lends credibility and strategic insight to Barberino’s expansion efforts. As Saujet noted, Barberino’s is not merely a barbershop; it represents an elevated brand merging Italian craftsmanship with luxurious experience—a concept that resonates well in both Italian and American contexts.
The cofounder and CEO of Barberino’s, Michele Callegari, views the U.S. market as ripe for growth, particularly in the luxury grooming sector where a notable gap exists. His encouragement stems from the impressive performance of the first New York outlet, which has already generated more than $1 million in sales in just one year. This strong showing contributes significantly to the company’s overall revenue, which reached €5 million in 2024. Callegari sees this expansion as a personal journey, connecting his family’s history in barbering to a new generation that values quality and identity in grooming.
Barberino’s strategic growth plan focuses on establishing flagship stores, starting with new locations in iconic places like Rockefeller Center and Grand Central Station, aiming for around 15 outlets in key U.S. cities. The locations are designed to average about 1,291 square feet, combining the luxury of modern retail with a nod to Italian traditions. Alongside physical stores, Barberino’s recognizes the need for a robust online presence and is looking to bolster its e-commerce capabilities while seeking partnerships with premium retailers for its more than 30 product offerings, including beard balms and wooden razors, all developed with renowned Italian companies.
The brand’s unique approach stands out against the backdrop of a traditionally family-run industry that often leans on outdated practices. Barberino’s differentiates itself with modern operational strategies—like cashless payment methods and extended hours—which appeal to today’s consumer who is more conscious of time and convenience. Callegari emphasizes the importance of creating emotional connections with customers through tailored experiences, which is central to Barberino’s mission of redefining the grooming experience as both luxurious and relatable.
Looking ahead, Barberino’s leadership projects ambitious growth, expecting a 50% increase in U.S. sales while aiming for 10% growth in Italy, where the brand currently operates 16 locations. From the Madison Avenue outpost to other potential markets, the company is committed to demonstrating how Italian lifestyle and sensibility can be integrated into modern retail. As the grooming landscape evolves, Barberino’s seeks to carve out its space, elevating the standards of luxury grooming while nurturing the rich traditions that inform its ethos.