Published on 04/03/25
Pictured above: Bespoke Barbershop Belfast
Expanding a barber brand beyond a single location is an exciting yet challenging step for any business. For Bespoke Barbershop Belfast, opening a second and third location required careful planning, strategic marketing, and the right use of salon software to ensure smooth operations.
Opening a second barbershop comes with unique challenges that differ from the first location. As Bespoke Barbershop Belfast explains:
"You'll need to charge differently as expenses increase. You must ensure the second location is as profitable as the first and justify the costs."
"It's important to identify your target audience in a new area. Sometimes, this means adjusting your approach and targeting a different demographic."
Every location will have different overhead costs, customer expectations, and competition. Thorough research into the new area’s demand is essential before committing to expansion.
When launching in a different location, establishing a strong local presence is key. Bespoke Barbershop Belfast adopted a community-focused marketing approach:
"We marketed the second location through the local school. We targeted a younger audience by promoting ourselves directly in schools with leaflets and visits."
"We also focused on gyms"
Beyond traditional marketing, digital presence is crucial. Using Instagram, TikTok, and client reviews helps attract new customers. Consistently posting engaging content, such as fresh cuts, styling tips, and behind-the-scenes clips, helps build trust and visibility in the new area.
Pictured above: Interior of Bespoke Barbershop Belfast
Managing appointments, staff schedules, and customer data across multiple locations can be overwhelming. Salon software simplifies operations by providing an automated booking system. Bespoke Barbershop Belfast found it essential:
"Software removes the need for clients to contact staff directly. Instead, management handles bookings, streamlining the process."
Popular barber booking apps ensure a seamless customer experience. These platforms allow clients to book appointments online, reducing admin work for barbers and eliminating scheduling errors.
Growing from one barbershop to multiple locations presents several hurdles:
Each location needs a pricing strategy that reflects local demand, cost of living, and competition.
With an expanding business comes the challenge of consistency. A larger staff pool can impact the brand’s image, so control measures must be in place. Bespoke Barbershop Belfast ensures brand integrity by:
"Spending time in each location ensures a personal touch in operations."
"Instead of training five new people, we focused on one key individual who understands the brand image and helps maintain it."
Strong leadership and company values ensure customers receive the same experience at every location.
Growing a barber business across multiple locations in Northern Ireland requires careful planning, local marketing, and the right software tools. Bespoke Barbershop Belfast has shown that targeting specific demographics, using salon software, and maintaining strong brand values can make expansion successful.
By focusing on community engagement, digital marketing, and staff development, barbershops can thrive in new locations while maintaining the same high standards their customers expect.
