Session hairdresser and entrepreneur Joe Mills has joined forces with Primark to open his new barbershop Mills. The brand will offer affordable hair in the high street giant’s stores.
Joe, who already owns The Lounge Soho and Joe and Co in London, will open the 900sq ft barbershop at the flagship Birmingham Primark store. The menu will consist of cuts, wet shaves and facials. It will also host its own coffee bar and retail area with Redken Brews men’s hair products.
Commenting on the venture with Primark and the trend for barbershops opening in different retail spaces, Joe exclusively told HJ Men:”The high street has changed so much and as an independent business it’s very difficult to get bricks and mortar in such a competitive environment.
The cost of rent and rates on any high street has now become such an issue for us that it makes sense to work alongside someone like Primark that has the high street presence. The other thing this also offers us is a real opportunity to bring creativity to the high street in a new and innovative way.”
The barbershop will open in Birmingham in April, with Joe working with the retailer to bring high-quality hairdressing to the masses.
Joe said: “We are very excited about bringing this new brand to the high street, at a time when the high street is facing its own challenges. Our partnership with Primark will ensure the professionalism and high standards of hairdressing and barbering are met in an innovative, inspiring and fashion-forward environment. We want to encourage men of all ages to come to the high street and get their hair cut in an informal and modern environment.”
This moves comes after Gould Barbers’ rapid expansion in partnership with supermarket giant Tesco. The brand, set up by brothers Darran and Leigh Gould, opened 10 stores in 10 weeks at the end of 2018. Could we see more barbershop partnering with established retail brands in 2019?