Barberians Copenhagen, the Danish brand which prides itself on its ‘back-to-basics’ approach to men’s grooming, is eyeing expansion in global travel retail.
The brand, which is owned by Care Brands, offers a range of shaving gear, beard grooming oils and other personal care products, including shampoo, shower gel and fragrances. Gift boxes are also available.
Dubbed as a “modern brand for the modern man”, Barberians Copenhagen products are organic where possible, vegan-friendly, cruelty-free and include natural oils.
The brand said it spent three years testing its concept with retailers in Denmark before targeting global expansion. Its products are available in ten countries and Barberians Copenhagen boasts double-digit growth year-on-year.
In travel retail the brand is represented by Brand-Mover Powered by Blueprint and has secured listings with Color Line Ferries and Scandlines Ferries.
Barberians Copenhagen noted findings by Grand View Research which indicate that the 2018 global men’s grooming products market reached an estimated US$5 billion. Mordor Intelligence expects this to grow at +5.5% CAGR over the next five years. That, Barberians Copenhagen said, “creates a huge opportunity for the travel retail industry”.
It noted the lack of brands in travel retail which are “entirely dedicated to men’s grooming requirements, brands that have a history and a story to share and who take men’s well-being to heart”.
Care Brands Partner Ulrik Larsen said: “We see that men are expanding their spending on grooming, especially in the younger target groups.
“Research shows that millennials are spending twice as much on grooming products than the previous generation. We also see that this generation is very open towards trying out new products and brands. They understand the importance of taking care of their skin, hair and body.
“Many of them have regular grooming rituals involving products that, ten to 15 years ago, would have been seen as very advanced for a man. But today these routines are considered normal.”
According to Larsen, consumers are looking for something different. “Smaller indie brands such as Barberians Copenhagen can offer this differentiation. From the feedback we have received to date, consumers like to believe in a small, passion-driven Danish start-up to deliver on our promise of not compromising on quality and on our values.”
Color Lines Category Manager Lotte Haugaard commented: “The Barberians Copenhagen products fit well within our traditional men’s skincare assortment with a specific focus on beard products.
“Quality, and the fact that the products are organic, makes them easy to sell to the modern Scandinavian man. The products are very good value for money and this makes the customers come back.”
Brand-Mover Powered by Blueprint Founder Karina Lassen underlined Barberians Copenhagen’s appeal on a global market.
“It’s a cosmopolitan brand with a wide range of high-quality products. The uniqueness, the Nordic feeling and the clean values are appealing to all the modern men around the world,” she said.
Lassen described Barberians Copenhagen as a “perfect fit” in travel retail considering trends in men’s grooming and the “diversity and authenticity that travellers are looking for”.
“The men’s grooming category is growing and the demand for products for the modern man as well,” she said. “The current selection of men’s skincare, haircare and grooming products lacks diversity and focus with clear, strong values. Barberians Copenhagen has a clean expression, high quality products and a wide assortment.”
