Business profiles
Affordable Luxury for Men |
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“Quintessentially British, inspired by the Victorian era but with a truly modern twist,” Adele’s mission statement for The Gentry Grooming Co. may encapsulate the brand’s values succinctly, but it undoubtedly fails to depict Adele’s effervescent ambition. “We’ve got absolute conviction and passion to succeed,” she admits. Given the brand’s unyielding success to date, Adele’s self-belief is hardly misplaced. Moreover, with a string of ambitious new projects underway, The Gentry Grooming Co. is set for yet more unimpeded success at a time when its competitors are facing the crush of recessionary forces. Alongside the recent opening of a new branch in Wilmslow, Adele is preparing for the imminent launch of The Gentry Grooming Co.’s new line of luxury grooming products: “It’ll be a range of bespoke skincare treats, tailored specifically for men’s skin and full of natural ingredients that really work.” Given that every product in the line will be priced under £10, the range undoubtedly subscribes to the brand’s founding premise of “affordable luxury for men”. As if a fourth addition to the franchise and a new product range wasn’t enough to keep Adele busy, she is determined to fulfil plans to develop the business even further: “We’re constantly looking for new franchisees. However, growth needs to be stable and carefully managed so at this stage we’re focusing on developing the brand in the North West. From there we can manage continued growth nationally and – eventually – internationally.” This determined ambition and steady growth comes hand-in-hand with a steadfast ethical policy that permeates every aspect of the business. From a series of ‘Gentry Way’ values delineating the familial and engaging working culture every employee must strive to engender, to an ever-expanding environmental awareness strategy and plans to support a men’s cancer charity with the company’s revenues, Adele and her fellow directors are eager to demonstrate that business isn’t simply a money making exercise but an ethical endeavour. As Adele explains, “it’s simply the most rewarding way to conduct business.”
• Make environmental awareness integral to the daily running of your business by utilising paperless communication and promoting recyclable options.
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With its reputation for exceptional service and traditional values, The Gentry Grooming Co. has become the most distinguished name in male grooming in all of Greater Manchester. Kate Eisenstein meets with managing director Adele Lock to uncover her plans to conquer the country, the ‘Gentry Way’.
