Partners to Men

Original Text:

The style conscious professional male can be notoriously difficult to please. He is part of a discerning and brand savvy breed that demand the highest level of service. However hard to attract, he can become one of the most consistently brand loyal of all salon clients.

Starting life as the brainchild of Brad Habansky in 2005, the ground breaking Guise | Chic concept was born in bustling Chicago. Brad and his team were aware there there was a visible gap for a male focussed barber shop and boutique which would offer discerning men of style an unrivaled grooming and retail experience. The team knew that the bar had to be set at new heights in personal service, interior design, and in the products and serves carefully selected to carry the Guise ethos on the streets. Satisfying the unwavering expectations of the Chicago professional elite was the principal factor in setting the lofty standards at Guise. "Our clients are aged over 30, earn on average over $80,000 per year and care about their look and style. They look to us to guide them for their style and grooming" says Brad. Brad's chief goal was to elevate Guise as the authority on Men's style. Brad adds "We felt we could not sell our clients style without either clothing or salon services, we help our clients construct their own complete style and look from head to toe". With the effortless fusion of fashion and grooming within the store's newly acquired 4000sq. ft. warehouse style space, the interior of the store had to ensure clients felt immersed in stylish and comfortable surroundings. The interior design team remained true to the authenticity of the building's exposed brick walls whilst introducing handsome contemporary influences including stainless steel styling stations equipped with flat screen television units and dashes of colour added by paintings of icons including James Dean, Steve McQueen and Chet Baker. This bold approach was seen by some as transient admits Brad, he adds "The initial media response focused on the fact that we served beer, played sports at the styling stations and employed attractive female staff". Over time word of mouth and unparalleled service has proven Guise to be more than just a handsome gimmick. The products that Guise retail have been carefully selected to appeal to the store's discerning clientele favouring quality and exclusivity over mass-market availability, retailing brands including Filippa K, Duckie Brown and Helmut Lang. "This ethos also applies to our salon products" adds Brad, "We selected Lock Stock & Barrel Grooming as we tried just about everything out there for men and have found no other range that provides the depth that Lock Stock products do" says Bad. He adds "Lock Stock & Barrel Grooming provide products that address any type of hair, whether trendy for business conservative; there is nothing we can't do with a guy's style". With a successful addition of a new female salon and boutique area within the store's premises earlier this year, Brad and his team have proven that a carefully executed barber shop and retail space can not only inspire the female oriented salon industry in the fields of style and personal service, but lead it.

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