Business Featured On ‘Shark Tank’ Planning Multiple Sacramento Sites

If you’re a man with gnarly feet that generate hobbit comparisons, this one’s for you.

Hammer & Nails | Grooming Shop for Guys, which currently has one location in Los Angeles, could soon have a local presence. Area representative John Choi plans to have eight locations here over the next three years.

The business operates under the premise that men aren’t adverse to manicures and pedicures — they’re just looking for an atmosphere different from female-oriented nail salons. That’s why Hammer & Nails promises a “man cave nirvana” environment, complete with flat-screen TVs and low lighting. You might even find alcohol, depending on the location, Choi said.

Stay long enough and you, too, might be tempted to get The Big Daddy Aromatherapy Experience — a $120 service that includes elements such as a manicure and pedicure, along with a sugar cane scrub. A basic manicure costs $23 at the existing location.

The business would join a growing variety of men’s grooming businesses in the area, including franchises such as Rooster’s Men’s Grooming Center and 18/8 Fine Men’s Salons.

For the immediate future, Choi is focusing on midtown Sacramento, Folsom and Roseville. He said he might finalize a location within the next 30 days. He markets the business to potential customers by emphasizing that it’s not just about personal grooming. There are also possible health benefits, including lowered stress.

But Choi knows men sometimes need a gateway to the land of manicures, which is why the local sites will also offer barbering and straight-razor shaves. Choi expects the locations will have up to seven manicure and pedicure stations and up to six barbering stations. Hammer & Nails stores typically cover between 1,400 and 2,000 square feet, Choi said.

Hammer & Nails founder Michael Elliot was a contestant on the popular TV series “Shark Tank” in 2014. He did not get a deal for the grooming business.

Choi, who is locally based, is looking for local franchisees. He’s eyeing future franchised locations in both Sacramento and the Bay Area. The company’s expansion plans aren’t limited to California. Hammer & Nails also sold franchise rights for Texas and New Mexico to a separate entrepreneur, who plans to sell and open 55 stores.

Opening a franchise requires an investment of between $234,700 and $531,400, according to the company’s website.

Hammer & Nails isn’t only for men, but the business doesn’t apply or remove nail polish.

Choi said Hammer & Nails was a natural fit for his business interests, as he’s also an area representative and a multi-unit franchise owner of Massage Envy with his wife Connie.

Hammer & Nails debuted in 2013. The company began franchise sales in January, and says it has sold more than 200 licenses in eight states.

Source: Sacramento Business Journal, Sonya Sorich
Photo: Visit Hammer & Nails and you’ll find a “man cave”