Beverley's newest barber Fraternity wants to create 'brotherhood' for customers
Fraternity in Wednesday Market
By Hull Daily Mail | Posted: 1 Mar 2019
The owner of Beverley’s newest barbers is eager to create a "brotherhood" where customers can relax, socialise and enjoy their hair being snipped into shape.
Fraternity – the most recent addition to the town’s growing army of male groomers – is now open in Wednesday Market, after negotiating a five-year lease with PPH Commercial.
Owner Ash Curtis is already a familiar face in Beverley after shaping a reputation for his contemporary creativity at another nearby barbers.
But the 26-year-old is determined to deliver a salon experience which is a cut above the competition after launching his own business venture.
He said: “Historically, barbers were an important member of the community who would pull out teeth or perform minor surgical procedures – and their establishment was a place where people gathered to socialise, in a similar way to the local pub.
Ash Curtis, right, with Ryan Lewis, inside Fraternity (Arrival PR)
“The name Fraternity is a nod to this bygone era when the barber was one of the main pillars of society.
“Fraternity obviously means a group of people who share common interests and that’s the vibe I’m aiming to create.
"I want my salon to be a place where people come together to relax and enjoy each other’s company, rather than just somewhere you go to get a stylish hair-cut.
“Eventually, the aim is to launch our own clothing range, and possibly a small coffee shop area, so that people can pop in for a browse or a drink.
"We want to be much more than a barber shop, we want be a brotherhood - and the space this property has certainly gives us the potential to grow and evolve."
Mr Curtis has already appointed one full-time member of staff, Ryan Lewis, and he’s hoping to create five new jobs in the next 12 months.
The pair are already working with international scissor brand Matakki, which has asked them to act as their representatives to display their cutting skills at various national barbering exhibitions.
The salon itself has a traditional but modern British feel, with industrial lighting and plenty of wood panelling, and, in some ways, it feels very much like a coffee shop.
Although men can simply walk in to receive a trim or treatment, Fraternity is using the latest ‘Booksy’ app technology to take appointments online - ensuring customers do not endure excessive waiting times.
A loyalty scheme will also give a 10 per cent reduction on each visit, with further discounts available for NHS staff and other corporate partners.
Matt Penrose, associate director of PPH Commercial who negotiated the lease, said: “Beverley is an extremely busy market town and this property occupies a prominent position in the heart of Wednesday Market, which makes it perfectly placed to be a barber that’s suitable for a wide range of customers.
“Having undergone an extensive refurbishment, the premise now fully reflects the relaxed vibe and homely atmosphere that Mr Curtis wants his clients to experience.
“It’s always very pleasing to help any new business get up and running and I hope Fraternity will enjoy success both now and in future."