Tell us about yourself
Before founding Chaps & Co in March 2015, I accumulated seven years of diverse corporate experience in marketing roles throughout the Middle East and Southeast Asia. My specialization in brand marketing and consumer behavior has equipped me with a unique blend of creative insight and strategic thinking, enabling me to effectively connect with audiences and drive business growth.
As the Managing Partner of Chaps & Co, I play a pivotal role in shaping the company’s vision and strategy. I oversee all facets of the business, from brand development and marketing initiatives to strategic growth and customer engagement.
What makes Chaps & Co unique and sets you apart from your competitors?
From day one we have been successful in delivering against a value-for-money proposition. Our customers know that we are pushing the boundaries of male grooming but remain value for money versus other male grooming offers.
Congratulations on your upcoming 10-year anniversary! In the MENA region, we see many start-ups disappear within the first 5 years, what are your top tips for continued business growth and hitting the 10-year mark?
For us, success is all about people. It’s essential to prioritize understanding and meeting the needs of both your team and your customers. Building strong relationships is key, and giving your team the freedom and trust to deliver on customer expectations is equally important. When your team feels empowered, they’re better equipped to create meaningful experiences for your customers.
Also, it should go without saying; to keep a keen eye on your finances. Ensure you have a solid budgeting process in place and keep track of cash flow to support investments.
What has been your biggest success in the first 10 years?
Not only did we successfully navigate the challenges posed by the pandemic, but the speed at which we bounced back was truly remarkable. The resilience and determination of our team played a pivotal role in this recovery. Their attitude and commitment to our goals fuelled our efforts to regain momentum quickly. We’ll forever be in debt to those people for their exceptional attitude.
You have recently launched the “Become a Partner” initiative. Tell us more about what this is. What are your goals with the “Become a Partner” initiative?
The “Become a Partner” program offers talented barbers a unique opportunity to take ownership of their futures by becoming part-owners of Chaps & Co locations. This initiative arose from our understanding of the need to retain our top talent while remaining appealing to potential new recruits. We launched the concept exclusively for Chaps barbers earlier this year as an incentive, and we received a great response.
The goal of this program is to reward our top performers by giving them the chance to own their own barbershop under the Chaps & Co brand. This model operates similarly to a franchise but is designed to empower our existing team members while maintaining our management oversight.
What are your goals for the next 10 years?
I can tell you that we remain focused on maintaining our position as the number one barbershop in the Middle East, whilst growing organically through the Become a Partner programme and potentially into franchising in the US. We currently own and operate branches in New York, it would be great to scale the business through franchising.
And finally, what are your top tips for entrepreneurs looking at starting a new business in the hair/beauty industry in the UAE?
Don’t overlook the importance of regulatory requirements specific to the UAE, such as licensing and health regulations. There’s a recent surge in “Mobile/Home”, with many providers operating without the necessary licenses. This raises concerns, as these entrepreneurs may be exposing themselves to considerable risks that could have serious consequences.
