Johnny's Chop Shop

What Johnny's Chop Shop does

Johnny's Chop Shop is a privately held men's grooming brand and barbershop operator established in 2015, with heritage split between Soho, London and Brooklyn, New York. The company sells a catalog of approximately fifteen pro-grade hair styling SKUs — clays, creams, pastes, pomades, waxes, texture sprays, sea salt sprays, gels, volumizing powders, and hairsprays — plus a 2025-launched beard care line (Ginseng Beard Oil, Beard Balm, Beard Shampoo). Formulations are positioned as barber-grade, developed with the company's team of master barbers and built around natural ingredient blends (beeswax, sage leaf extract, jojoba oil, avocado oil, dragon's blood plant extract) and a signature cedarwood-patchouli-citrus scent.

The business is run from a registered headquarters in Cheltenham, UK under parent entity SLG Brands Limited (England and Wales, company number 01911296), with retail barbershop operations at 33 Marshall Street, London W1F 7ET and a Brooklyn, New York location. Revenue is generated through three streams: in-chair barber services booked via Booksy at the physical shops, direct-to-consumer e-commerce on a Shopify storefront at johnnys-chopshop.com, and wholesale distribution through Boots, ASOS, Amazon (UK, USA, Germany), and a set of international stockists in Belgium, Ireland, and New Zealand.

The go-to-market is product-led and content-driven, leaning on TikTok (@johnnyschopshopbarbers), an inspiration gallery featuring celebrity cuts, and verified customer reviews on the site. The brand targets style-conscious men seeking professional-quality home styling — clays and pastes for matte hold, pomades for high-shine vintage looks, and a growing beard care tier — and competes in the mid-tier men's grooming category against both premium barbershop brands and mass-market men's care lines.

Name

Johnny's Chop Shop

Legal name

SLG Brands Limited

Website

https://johnnys-chopshop.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Johnny's Chop Shop is a privately held men's grooming brand and barbershop operator founded in 2015, retailing barber-grade hair styling and beard care products via DTC, Boots, ASOS, and Amazon while running in-chair barber services at its London Soho flagship and Brooklyn shop.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Barber Shops (812111)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE)

akta.pro secondary industries

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Men's Hair Salons (HSALAAAB), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)

Keywords

• Men's grooming products
• Hair styling products
• Beard care products
• Barber services
• Professional hair care

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of professional-grade hair styling and grooming products through the company's Shopify e-commerce platform, featuring hair care and beard care product lines
2. Barbershop Services: Revenue from barber shop appointments at physical locations in London and New York, with 24/7 online booking through Booksy platform
3. Retail Distribution: Wholesale distribution through third-party retailers including Boots, ASOS, Amazon, and international stockists across UK, USA, Belgium, Germany, Ireland, and New Zealand

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Johnny's Chop Shop develops and sells barber-crafted men's hair styling products (clays, creams, pastes, pomades, waxes, texture sprays, salt sprays, gels, powders, and hairsprays) and beard care products (oils, balms, shampoos). Products are created with master barber talent and sold via the brand's own e-commerce storefront and third-party retailers including Boots, ASOS, and Amazon. The company also operates physical barbershops in London and New York offering professional grooming services.

Product overview

Johnny's Chop Shop is a cult barbershop chain offering pro-grade hair styling and beard care products. The product portfolio includes hair styling products (clays, creams, pastes, pomades, waxes, sprays, gels, and powders) and beard care products (oils, balms, and shampoos). The core hair styling range features products like Wild Cat Hair Clay, Lucky 21 Texturising Cream, No.1 Matt Paste, Johnny Sheen Hair Pomade, Dragon Wax, and various texturizing sprays. The beard line includes Ginseng Beard Oil, Beard Balm, and Beard Shampoo. Products are barber-grade formulations blending old school classics with modern innovation, created with master barber talent.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild Cat Hair Clay

Quantifiable outcome

• Professional-grade hold and styling without unnecessary complexity

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BootscoreChannel Partner/ Reseller/ DistributorUK pharmacy and health & beauty retailer stocking Johnny's Chop Shop products in physical stores and online. Boots offers widespread UK retail presence enabling accessible product availability for consumers.
• ASOScoreChannel Partner/ Reseller/ DistributorUK-based fashion e-commerce platform featuring JCS products. ASOS distribution provides exposure to fashion-forward male consumers seeking grooming products.
• AmazoncoreChannel Partner/ Reseller/ DistributorInternational online marketplace available in UK, USA, Germany and other markets. Amazon provides global reach and convenience for JCS product purchases.
• BooksycoreChannel Partner/ Reseller/ DistributorOnline booking platform enabling 24/7 appointment booking for Johnny's Chop Shop barbershop services at Marshall Street London location.
• BarberbladesminorChannel Partner/ Reseller/ DistributorUK-based specialist barbershop supplier distributing JCS products to professional barbers and consumers.
• SLG Brands LimitedcoreStrategic or Co-development PartnerParent company that owns and operates Johnny's Chop Shop brand. Registered in England and Wales (company number 01911296) with headquarters in Cheltenham, UK. Responsible for brand operations, product development, and distribution.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Layrite: Layrite is a US-based men's hair styling brand founded by a barber, offering pomades, clays, creams, and sprays in direct overlap with Johnny's Chop Shop's product range and channel strategy.
• Uppercut Deluxe: Uppercut Deluxe is an Australian men's grooming brand offering barber-grade hair styling products and beard care with similar heritage-led brand positioning and target market to Johnny's Chop Shop.
• Captain Fawcett's: Captain Fawcett's is a UK-based men's grooming brand offering barber-inspired beard oils, balms, and styling products with very similar heritage-led positioning and British barbershop aesthetic to Johnny's Chop Shop.
• Hanz de Fuko: Hanz de Fuko is a US men's hair styling brand offering premium clays, creams, and sprays targeted at style-conscious men, with comparable product positioning and prestige-pricing approach to Johnny's Chop Shop.
• Reuzel: Reuzel is a Dutch-American men's grooming brand founded by barbers, specialising in pomades, hair styling products, and beard care with a similar cult barbershop heritage and product positioning to Johnny's Chop Shop.
• Beardbrand: Beardbrand is a US men's grooming brand focused on beard care and styling products, with comparable target customer (style-conscious men with facial hair) and a hybrid DTC and content-led marketing approach similar to Johnny's Chop Shop's TikTok-driven model.
• Bluebeards Original: Bluebeards Original is a UK-based men's grooming brand offering barber-style beard care and styling products with strong independent barbershop channel presence comparable to Johnny's Chop Shop's distribution approach.
• Suavecito: Suavecito is a California-based men's grooming brand offering pomades, hair styling, and beard care products with strong barbershop heritage and identical target customer to Johnny's Chop Shop.

Broad incumbents

• Moroccanoil: Moroccanoil is a global haircare brand offering hair treatment and styling products across professional salon, retail, and e-commerce channels, representing a broader incumbent with overlapping men's haircare positioning to Johnny's Chop Shop.
• American Crew: American Crew is a long-established global men's grooming brand offering hair styling and beard care products across barber and retail channels, representing a much larger incumbent with overlapping product range to Johnny's Chop Shop.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@johnnyschopshopbarbers
• Xx.com/Johnnys_chop_ZA
• Facebookfacebook.com/johnnyschopshop

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Johnny's Chop Shop