What Machete Capelli & Barba does

Machete Capelli & Barba is a traditional Italian barber shop chain founded in April 2014 by CEO Danilo Foresi and Co-Founder Sacha Rossi, headquartered in Rome. The company pioneered the modern revival of dedicated men's barbering in Italy and operates 26 retail locations across Italian cities including Rome (10 shops), Bari, Bologna, Cagliari, Como, Florence (2), Milan (2), Modena, Pisa, Prato, Reggio Emilia, and Turin (3), with franchise affiliates extending to the UK and Riyadh for a total of 22 affiliates. The company claims €5,000,000 in annual revenue, approximately 180,000 customers served per year, and over 203,977 lifetime male customers.

The core offering consists of five grooming services: Taglio Machete (custom haircuts), Scolpitura della Barba (beard sculpting), Trattamento anti-age (facial anti-aging treatment), Rasatura Completa Barba (traditional freehand razor shave), and the signature Cerimoniale Machete (luxury beard ritual). The service methodology blends Italian 1950s and American 1930s barbering traditions, with a hygiene protocol based on Barbicide sterilization and single-use disposable razor blades. The company also developed 'Machete Gest', a proprietary management software provided to franchisees for centralized customer and operations management, and operates iOS and Android mobile apps for 24/7 booking. A proprietary consumer product line, Machete Proud Products (shampoo, beard oil, after-shave, pomade, parfum), is sold both in-store and via the macheteonlineshop.com e-commerce platform.

Revenue is generated through four streams: per-service fees at physical locations (transaction fees), monthly franchise fees from affiliates (licensing/royalties), retail product sales (hardware sales), and barber training courses priced at €119-€170 + VAT (professional services). Average per-shop revenue is stated at €230,000+ per year with projected €87,000 per-shop net profit from year three; franchise entry requires approximately €100,000 + IVA. The company markets primarily through social media (described as 70% of brand communication), earned national press coverage (Rai, Corriere della Sera, Il Sole 24 Ore, Canale 5, La Repubblica, Radio DeeJay), and a branded mobile booking app.

Name

Machete Capelli & Barba

Legal name

Machete shop.it SRLs

Website

https://macheteshop.it

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Machete Capelli & Barba is an Italian men's barber shop chain founded in 2014, operating 26 franchise locations across Italy with affiliates in the UK and Riyadh, offering traditional haircuts, beard rituals, and proprietary grooming products to individual male consumers.

Ownership category

akta.pro rank

Product category

Men's Barber Shop Services

NAICS

Barber Shops (812111)

akta.pro primary industry

Hot Towel Shaves & Straight-Razor Shaving (HSALABAC)

Keywords

• Men's barber services
• Haircut and beard grooming
• Barber shop franchise
• Men's grooming products
• Traditional Italian barbering

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices26 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Barber shop services: Core revenue from haircuts (Taglio Machete), beard sculpting (Scolpitura della Barba), anti-aging facial treatments, complete beard shaves (Rasatura Completa Barba), and luxury beard rituals (Cerimoniale Machete). Customers pay per service, with individual shops managed by both company-owned and franchise locations.
2. Franchise fees (Fee Franchising): Monthly franchise fee from affiliated locations for the use of the Machete brand, all start-up and operational support services, and ongoing central support. Each affiliated shop generates a monthly fee.
3. Product sales (Machete Proud Products / Machete Online Shop): Sale of proprietary hair and beard care products including shampoo, conditioner, beard oil, after-shave cream, styling pomade, and Machete Parfum through in-shop sales and the macheteonlineshop.com e-commerce platform.
4. Training courses: The company offers barber training courses (e.g., 'Taglio Old Style e Bio Shave') priced at 119–170 EUR + VAT, generating additional revenue while reinforcing brand techniques.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Machete Capelli & Barba is an Italian men's barber shop chain that provides traditional haircuts, beard sculpting, anti-aging facial treatments, freehand razor shaves, and luxury beard rituals at physical shop locations. The business also sells its own proprietary Machete Proud Products grooming line and operates a franchise program with 22 affiliates across Italy, the UK, and Saudi Arabia.

Product overview

Machete Capelli & Barba is a traditional Italian barber shop chain offering men's hair and beard services. The core offering consists of five main services: Taglio Machete (custom haircuts), Scolpitura della Barba (beard shaping), Trattamento anti-age (facial anti-aging treatment), Rasatura Completa Barba (traditional shaving), and Cerimoniale Machete (luxury beard ritual). The company also sells the Machete Proud Products line of grooming products. A mobile app enables 24/7 booking, and the business operates through both company-owned locations and a franchising model with 22 affiliates across Italy, UK, and Riyadh.

Differentiator

Problem solved

Functional benefit

Brands

• Machete Proud Products: The company's own beard and hair care product line sold in all Machete Barber Shop locations

Products and services

• Taglio Machete
• Scolpitura della Barba
• Rasatura Completa Barba
• Cerimoniale Machete
• Trattamento anti-age

Quantifiable outcome

• Over 203,977 men have chosen Machete as their barber
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Pgroup (Pgroup Italia)coreStrategic or Co-development PartnerPgroup Italia partnered with Machete to design and create the unique interior ambiance of each Machete Barber Shop. The design team developed a distinctive Made in Italy aesthetic that creates an emotionally engaging environment where clients feel pampered and relaxed. Every store features this premium Italian design, and the partnership is referenced as a core franchise offering for new affiliates.
• Carlo Mastracchio (Franchise Developer)coreImplementation/ SI/ Consulting PartnerCarlo Mastracchio serves as the franchise developer/manager, conducting phone counseling with prospective affiliates, managing the franchising process, and providing ongoing support. Contact: [email protected].

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Regional players

• Blind Barber: US men's barber shop and grooming brand combining traditional barbering with proprietary products and a hospitality-driven atmosphere. Comparable experience design and branded retail extension.
• Fellow Barber: North American modern barber shop chain with curated men's grooming retail. Comparable multi-location men's barber concept integrating retail product sales.
• Patricks: Australian premium men's grooming brand offering barbering services and a full proprietary product range. Comparable luxury men's ritual positioning, in-shop and online retail, and a single integrated brand experience.

Direct peers

• Bullfrog: Italian men's grooming brand and barbershop concept offering traditional cuts, beard rituals, and proprietary products. Closely aligned Italian heritage positioning, male-focused service menu, and premium product retail.
• Barberino's: Italian men's barber shop chain offering traditional haircuts, beard services, and grooming products across multiple Italian cities. Directly comparable franchise-style operating model, similar target customer (Italian men), and similar service mix.
• Ruffians: UK premium barber shop chain combining traditional services with curated men's grooming products. Comparable experience-led, multi-location barber concept targeting style-conscious men.
• Truefitt & Hill: Historic British men's barber and grooming brand with international barbershops and a signature product range. Comparable traditional/heritage narrative, premium men's rituals, and global franchise-style footprint including product retail.
• Adam Grooming Atelier: Premium men's grooming atelier with rituals, signature services, and proprietary product lines. Comparable premium positioning, ceremony-driven service design, and emphasis on craftsmanship over commodity haircuts.

Emerging players

• Murdock London: London-based premium men's barber and grooming brand with proprietary product line and multiple locations. Comparable premium positioning, traditional barbering services, and branded retail products.

Others

• Reuzel: Men's grooming product brand with deep ties to the modern barbering revival. Relevant as an enabling peer for Machete Proud Products' potential distribution into the global men's grooming ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubebit.ly/youTube_Machete
• Facebookfacebook.com/machetecapelliebarba
• Instagraminstagram.com/machetebarbers_official
• LinkedInlinkedin.com/company/machete-barba-capelli

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Machete Capelli & Barba