Men's grooming franchise Hammer & Nails opened its 51st location in Santa Monica last month, marking the company's 10th shop in California as it pursues plans to reach 100 locations by 2026.
The shop at 12121 Olympic Blvd. held its grand opening on July 26 with a community event that included UFC Hall of Famer Urijah Faber, who became a brand ambassador and investor earlier this year.
"Santa Monica represents a key milestone in our journey to redefine the men's grooming industry across the U.S.," said Aaron Meyers, chief executive of Hammer & Nails. "Our goal is to shift the paradigm of how men prioritize self-care."
Founded in 2016, Hammer & Nails offers haircuts, shaves and hand and foot care, including what it calls a whiskey-infused foot treatment. The company operates on a membership model in spaces designed with masculine aesthetics.
The men's grooming industry has grown significantly as male consumers increasingly seek personal care services. Hammer & Nails competes with traditional barbershops and newer salons targeting men.
"This city embraces wellness and style, and we're proud to offer men a space where they can prioritize both," said Fes Russell, owner of the Santa Monica location. "Our shop isn't just about grooming, it's about confidence, community and creating a routine."
The franchise targets entrepreneurs interested in wellness and hospitality businesses. Members receive extended massage time, aromatherapy towels and custom detailing services.
Hammer & Nails operates in multiple states including Texas, Florida, Arizona and Colorado. The company says California represents its largest market presence.
Santa Monica's health-conscious residents and proximity to entertainment industry professionals make it an attractive market for premium grooming services, company officials said.
The membership model provides predictable revenue for franchisees while building customer loyalty, according to the company. Services range from precision haircuts and straight-razor shaves to manicures and pedicures.
Industry analysts note men's grooming is among the fastest-growing personal care segments, with services expanding beyond traditional barbershop offerings to include spa treatments previously marketed mainly to women.
The Santa Monica opening comes as Hammer & Nails faces competition from established barbershop chains and newer premium men's grooming concepts entering the market.
Meyers said the company aims to "bring premium services that tend to the whole man to every corner of the country" as part of its national expansion strategy.
The franchise has grown from a single location to 51 shops in less than a decade through its franchising model. Each location provides what the company describes as personalized experiences in masculine environments.
Santa Monica joins other California Hammer & Nails locations in Los Angeles, San Diego and San Francisco. The company also operates in major metropolitan areas across multiple states.
The grand opening event featured shop tours, refreshments and complimentary grooming experiences for attendees, including community leaders and local influencers.
Hammer & Nails positions itself within the trend of men investing in regular grooming and self-care routines, offering services in environments designed to appeal to male preferences.
The company's signature whiskey-infused foot treatment incorporates alcohol-based products into pedicure services, distinguishing it from traditional nail salons.
As expansion continues, success in high-end markets like Santa Monica will likely influence future location decisions in premium California communities.
The franchise model enables rapid growth while allowing local ownership, with franchisees responsible for day-to-day operations under the corporate brand standards.
Company officials said the Santa Monica location will offer the full range of services available at other Hammer & Nails shops, including massage services and grooming treatments designed specifically for men.
More information is available at hammerandnailsgrooming.com. Franchise opportunities can be found at hammerandnailsfranchise.com.