MILAN – After entering the U.S. by opening its first barbershop in New York last year, Italian chain Barberino’s has secured a $1.2 million capital increase to further propel its growth in the market over the next 12 months.
The plan is to open two additional stand-alone locations in the city by the end of 2025 and one next year, and to boost the distribution of its branded products in the wholesale channel and online.
Industry veterans including Eric and Myriam Malka, cofounders of The Art of Shaving franchise, were among the first to invest in Barberino’s and get involved in its global expansion strategy and U.S. launch in 2024. Eric Malka, who today is at the helm of Strategic Brand Investments — an angel fund that provides capital and guidance for early-stage companies — served as an adviser for the company’s expansion in the market and has participated in this round of investment.
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Joining him this time is Saujet Holdings, the investment firm of Thomas Saujet, founder of International Cosmetics & Perfumes Inc., or ICP, a marketer and distributor of luxury fragrances such as House of Creed and Mizensir in the Americas.
Saujet described Barberino’s as “an elevated brand that blends Italian heritage with modern craftsmanship.”
“At Saujet Holdings, we seek out businesses that define excellence in the luxury lifestyle space, and Barberino’s is exactly that,” he added.
“The funding round confirms that Barberino’s is not just a brand but an international platform capable of attracting top-tier talent and capital in both Italy and the U.S.,” said Michele Callegari, chief executive officer of Barberino’s, which he cofounded with Niccolò Bencini in 2015.
“The addition of an investor of Thomas Saujet’s caliber is a crucial strategic milestone for us: his deep expertise in the luxury world will bring big value in further elevating the brand,” said Callegari. “Managing a niche brand with an experiential retail model requires highly specialized skills, including the ability to create tailored experiences that generate an emotional connection with customers.”
Callegari sees in the U.S. “significant growth potential because it lacks a reference brand in the luxury grooming sector. We aim to fill this gap by offering a brand that delivers not only excellent services and experiences but also an identity that customers can relate to.”
He’s encouraged by the performance of Barberino’s first location. In one year, the Madison Avenue shop reported sales of more than $1 million, contributing to nearly 20 percent of Barberino’s total sales, which were 5 million euros in 2024.
“Despite being a 753-square-foot space, the Madison Avenue store has already proved the potential of our business model,” said Callegari, for whom expanding in the market also represented a way to come full circle with his family history. In 1910, Callegari’s great-grandfather Giovanni left Italy to become a well-known barber in the U.S. under the “Barberino” nickname.
The CEO now aims to expand along three strategic directions designed to create an integrated and scalable business.
The retail push will see the opening of new flagships starting next fall. The company has signed a lease for a location in Rockefeller Center, to be followed by another in Grand Central Station. An additional door is to open in “a second, strategic U.S. city,” but the executive kept details under wraps.
The ultimate goal is to reach about 15 flagships — each sized around 1,291 square feet on average — across key American cities, before scaling up the business model in other markets.
In addition to the stand-alone spaces, Barberino’s will invest in strengthening its e-commerce platform tailored to the U.S., as well as its local wholesale distribution via tie-ups with premium retail partners.
In general, the Barberino’s offering includes more than 30 products such as beard balms, masks, wooden razors and accessories, developed in collaboration with leading Italian companies and available at its salons, corners and e-shop, as well as on Amazon U.S.
The success of the company so far stems from its modern take on a profession that is traditionally family run and often stuck in old-school ways in Italy. Cashless payments, extended opening hours and staff training are assets that many smaller barbershops in Italy were lacking and that Barberino’s brought to the category, as well as the idea of investing time in one’s wellness.
“We intend to continue working as we have already done in Italy, betting on experiential retail and authenticity,” said Callegari. “We want to prove that Italy is not just a place, but also a way of living and working.”
For the short term, the executive projected a 50 percent increase in sales in the U.S. and 10 percent growth in Italy, where the company has 16 locations in cities including Milan, Rome, Turin and Bologna, among others.
As reported, the Madison Avenue outpost was formerly occupied by The Art of Shaving and was one of that retailer’s first units. The store reflects the interior concept of Barberino’s salons in Italy, decorated in the brand’s signature shade of pale green, while services offered stretch from 15-minute treatments to one hour-long sessions, with prices ranging from $45 to $160.
Malka praised Barberino’s founders for having built “a great luxury brand in a category Myriam and I know very well.”
“We are excited to support two great founders who have demonstrated the ability to execute the brand’s strategy with excellence. This investment fits perfectly in SBI’s mission to support the next generation of founders with a combination of capital and operational expertise to build iconic brands,” said Malka.
He first invested in the company in 2023, when Barberino’s raised 3 million euros, which also saw the chairman and cofounder of Yamamay, Francesco Pinto, and former Italian soccer player Claudio Marchisio invest in the firm.
Previously, the company raised about 1.5 million euros during the pandemic. While COVID-19 dented its performance in 2020, Barberino’s doubled its revenues to roughly 2 million euros in 2021, while in 2023 it generated 4.2 million euros in sales.
