September 23, 2004

Male Grooming Stores

We believe that the concept of a retail environment as a Style Editor is a growing trend. Harvey Nichols does this on a grand level in sophisticated department stores across the UK. Now stores like G.Room offer an edited selection of products on a micro level.

Opened recently on the London’s revitalised Carnaby Street, G.Room focuses on ‘male grooming’ mixing ‘beauty’ products such as shaving soap, moisturisers and aftershave with a select range of shirts, suits, cuff-links and even CDs. The use of Ian Flemming books scattered around the store makes it a perfect haven for any would be Mr. Bond.

PSFK agrees that we’ll see a growing trend where store owners, like G.Room’s Michael Pike, will offer a range of products around a demographic lifestyle rather than a product line but we wonder whether ‘male grooming’ as a main focus will be as attractive to men as the G.Room perceives. Don’t believe in the existence of ‘Metrosexuality’: The decision making process to buy ‘beauty’ products is often a difficult and procrastinated one for many men and is heavily influenced by girlfriends and wives who may be less drawn to the heavily male G.Room environment. Nonetheless, we think the store looks great and wish Pike the best of luck.

G.Room Site

Article categories: Retail