The Pitch #156 Barberino’s: Italian Luxury Takes on the American Dream
Mar 19, 2025
Michele Callegari, founder of Barberino's, has made waves as Italy's top luxury men's grooming brand and seeks to replicate that success in the U.S. He shares his ambitions and the challenges of crossing markets. The conversation dives into strategies for capturing affluent male consumers and highlights the importance of physical retail spaces. Michele also discusses innovative partnerships with luxury brands and the investment landscape in men's grooming, revealing insights into catering to American grooming trends.
AI Snips
Chapters
Transcript
Episode notes
Founder Success Journey
- Michele and Niccolò founded Barberino's and scaled it to become Italy's top luxury men's grooming brand.
- They now operate 16 locations and aim to replicate success in the USA starting in New York City.
Stores Build Brand Emotion
- Barberino's stores serve as emotional brand anchors rather than just sales points.
- Flagship stores create community and inspire customers, while wholesale and D2C channels scale efficiently.
Expert Hire for US Expansion
- Michele's investment banking background helped him spot grooming market gaps in Italy.
- They hired Eric Maika, founder of The Art of Shaving, to lend expertise for US expansion.