Barbershop foray not hair-raising, but quite lucrative

A shop that specializes in men’s cuts has received a warm response from Cebu’s residents, allowing them to open four branches in less than two years.

The team behind The Urban Fade (TUF), an emerging chain of barbershops in Metro Cebu, knew that the grooming industry, which used to be largely focused on women, has seen rising popularity among men in recent years.

For Stuart Violanda, one of the owners who functions as TUF’s president and chief executive officer (CEO), the market has already evolved and men have become “more conscious” about how they look, and that usually starts with good hair.

“We need to have a place in Cebu where men can get a highly-specialized haircut that fits their looks and wants,” said the 36-year-old entrepreneur.

From habit to inspiration

Prior to starting his business, Violanda was a medical representative for 10 years. In 2015, he decided to start a grooming salon in Cebu, with the help of friends who, like him, availed themselves of special haircuts in Metro Manila’s salons.

Violanda was joined by Ramon Quiambo Jr., who now acts as TUF’s chief operations officer; J Lanete, chief finance officer; and Reese Cagasan for logistics. They also tapped the expertise of barber Willow Hood, who conceptualized their specialty cuts, and Ken Cuizon, their marketing director.

TUF’s first branch is in Capitol Square along Escario St. in Cebu City.

In less than two years, they opened three more located in Talamban across the University of San Carlos, the new Bonifacio District along F. Cabahug St., and Ayala Center Cebu’s Basement 1. Within this month, they will open TUF in Avida Tower in Cebu IT Park.

With 27 barbers scattered across TUF branches, Violanda said that customers may avail themselves of four signature cuts, namely, the Gents Cut, the Bastard Cut, the Bugsy Cut, and the Hooligan Cut, for P280.

Aside from being a barbershop, TUF also has a minibar that serves drinks and alcohol, and displays shoes, shirts and other merchandise to cater to men’s grooming needs.

“The past years have been so good to TUF. That’s when we saw that there is a need for this kind of service that we provide,” Violanda told SunStar Cebu.

Merchandise

“We have started grooming kids as young as two years old, but generally our customers are the millennials and young professionals,” he said.

TUF also carries international pomades as well as a special pomade collaboration with a local brand called Eight Wolves. It has also expanded its services to hair dyes, massage, and shave.

In the next five years, Viola said, they want to see more TUF barbershops in Cebu as well as expand to Metro Manila or neighboring provinces in the Visayas.

At this point, he said, the management is looking for TUF franchisees in SM Seaside City, and in the cities of Lapu-Lapu, Mandaue, and Talisay.

Violanda was one of 31 graduates of the Department of Trade and Industry’s (DTI) Kapatid Mentor Me Program.

Under the 12-week mentorship program, local entrepreneurs immersed themselves in business-related discussions that included marketing, finance, taxation, human resources, and business sustainability.