Hammer & Nails Opens 51st Location in Santa Monica, Expanding Men's Grooming Footprint

The recent opening of Hammer & Nails' 51st location in Santa Monica, California, represents a pivotal moment in the brand's national expansion strategy and its broader mission to transform the men's grooming industry. The grand opening event on July 26 featured UFC Hall of Famer Urijah Faber, a new brand ambassador and investor, alongside community leaders and influencers, highlighting the brand's growing cultural resonance. This milestone underscores the company's aggressive growth trajectory and its successful appeal to a market seeking premium, holistic self-care experiences designed specifically for men.

Aaron Meyers, CEO of Hammer & Nails, emphasized the strategic importance of the Santa Monica location. "Santa Monica represents a key milestone in our journey to redefine the men's grooming industry across the U.S.," Meyers stated. The company's vision extends beyond basic services, aiming to establish a new standard where grooming is an integrated aspect of wellness and confidence. The Santa Monica shop, located at 12121 Olympic Blvd, offers the brand's full suite of services, including precision haircuts, shaves, classic hand and foot care, and its signature whiskey-infused foot treatment, all within a masculine, design-forward environment.

This opening is the brand's tenth in California and propels Hammer & Nails significantly closer to its ambitious goal of operating 100 locations nationwide by the end of 2026. The expansion is fueled by a robust franchise model that attracts entrepreneurs aligned with the brand's values of wellness, hospitality, and community. Fes Russell, owner of the Santa Monica location, shared his motivation for bringing the concept to a city known for its focus on style and well-being. The brand's model, including a membership program that offers extended massage time, aromatherapy steamed towels, and custom technical detailing, caters to men seeking a comprehensive and communal grooming experience. This approach, combining luxury services with curated spirits and camaraderie, is central to the brand's identity and its disruption of traditional barbershop norms.

The implications of this expansion are multifaceted. For the grooming industry, Hammer & Nails' growth signals a sustained consumer demand for elevated, experience-driven services that move beyond transactional haircuts. For the franchise and investment community, the brand's rapid scaling to 51 locations demonstrates the viability and appeal of its business model in the burgeoning men's wellness sector. The involvement of high-profile figures like Urijah Faber further validates the brand's market position and enhances its visibility. Ultimately, each new location, like the one in Santa Monica, reinforces Hammer & Nails' commitment to setting new standards, suggesting a continued reshaping of how men perceive and engage with self-care on a national scale. The company aims to transform how men approach self-care, bringing premium, holistic services to every corner of the country.