Luxury barbershop and grooming shop Hammer & Nails Grooming is heading to a 2,400-square-foot space at 5180 Peachtree Boulevard in the Manor Chamblee Apartments mixed-use development.
DeMone Lee is the franchise owner behind the forthcoming location. Lee is a practicing lawyer and began his own law firm in 2016. When he began to look for another business venture, the idea of a grooming shop that catered to men appealed to Lee.
“I was looking for a new venture beyond my law practice. We’ve been doing pretty well, and I wanted to branch out and create a new revenue stream,” Lee told What Now Atlanta. “Just looking at various franchises, this one caught my eye because it spoke to me personally.”
The franchise offers services such as barbering, facial treatments, manicures and pedicures with an emphasis on making the experience approachable for men. Lee views this as important alternative to traditional offerings in a market where men might not feel comfortable.
“[In an ordinary] nail salon, you feel like everybody’s looking at you because you’re the only guy in there. You feel awkward,” Lee said. “This is the answer to that issue, and I’m definitely so proud of what we’ve been able to accomplish thus far in in this buildout and in the responses that we’ve gotten from the community.”
The space is intentionally designed to have a “man cave” atmosphere. It will feature a member lounge and bar, a cut-and-shave room with eight barbering chairs, and a hand-and-foot room featuring six oversized chairs in a dimly lit room featuring 55-inch televisions and noise-cancelling headphones for customers to use during manicures and pedicures.
“The goal is for you to relax how you see fit while you have your drink next to you, to watch television, or to go to sleep — you can do whatever you need to,” Lee said. “We just want you to walk out feeling restored and feeling as good as you look.”
Hammer & Nails is a membership-based concept, and Lee is currently in the presales process for the shop’s Founding Membership program. Those interested in membership can obtain a slot at a discounted rate prior to opening.
Lee said they are expecting to open the location in October. Eventually, Lee plans to expand to additional franchise locations.
Hammer & Nails currently has locations across 16 states and Washington, D.C. It currently has two locations in Georgia in Midtown Atlanta and Marietta.
