BUILDING YOUR BUSINESS

W/ COLLIN ALLINGHAM

Across Melbourne, Sweeney Todd’s is one of the best known names in barbering. Since opening his first studio 25 years ago, Collin Allingham has expanded his doors to three, whilst keeping his promise of administering elite male grooming to an ever-growing client base.

With his family now involved in three successful establishments, he is as passionate as he’s ever been, looking at the future with as much enthusiasm as when he first stepped on to a shop floor. He knows that when it comes to operating a business, each step forward can be as daunting as the last. That’s why there isn’t a better placed gentleman to impart his wisdom on how to build a successful business in this constantly evolving industry. So, whether you’re just starting out, or on the cusp of expanding, we think you’ll find some of Collin’s advice helpful.

BEING A YOUNGSTER

What were the key lessons you got taught when starting out? Always be respectful. Always face your fears. Always do your best.

Who were your mentors? Maurice Cohen, my teacher and boss at The Stag in Cranbourne, VIC. I started under him when I was 17 years old and worked with him for six years before exploring the industry on my own. He was a big influence in my work and life. He sadly passed away in 2019 and is missed by many.

What were your biggest fears or challenges? Myself. I was a little rough around the edges and needed a new direction in life.

One key piece of advice for young barbers? Develop your artistic senses, and never lose them. For me, barbering, music and Muay Thai boxing were my creative channels of awakening. Use the mirror as a tool, and ask yourself: “how can I be a better person?” A very important question for your own personal development.

OPENING THE FIRST BARBER SHOP

Where did the idea for the first barber shop come from? I was born in Scotland, where I learned the legend of Sweeney Todd - The Demon Barber of Fleet Street, London. It seemed fitting to my heritage, and that was where the idea for the name came from. At the time, I felt there was very little choice for men. There was a lack of innovation, creativity and professionalism. It was a future that looked promising and allowed me to put my skills to the test and take risks. How did you set Sweeney Todd’s apart? I wanted Sweeney Todd’s to be an environment where stylists could be dedicated to honing their expert skills. A place where we could empower men through our stylists. A place where customers could trust us for the latest hair and brand awareness. I wanted my team to be experts in the barbering field.

How did you know it was the right time to do it? It was perfect timing. I had just met my wife, Minnie, and she was naturally 10 times more talented than me. We took advantage of opportunities when they were presented and we balanced each other’s skillsets. She designed our first salon and away we went.

What were your biggest fears or challenges? Letting people down. That was always terrifying for me. I also feared what people thought of me, then soon realised to accept the fear and work with it.

One key piece of advice for barbers opening their first shop? I have 4 rules I follow and share with my team. 1. Be impeccable with your word 2. Don’t take things personally 3. Never assume 4. Do your best Once you set the bar on how you conduct yourself, never give up, never give in. If you have a problem that you need resolved, talk to like minded people. It always amazes me how so many artists are willing and wanting to help other artists.

ONE YEAR IN

What were some of the key learnings in that first year? I needed to be excellent in my skills, so I started researching education platforms. I came across the American Crew brand, which was great timing for us. Considering their goals and vision, they aligned with our brand and it felt like a perfect collaborative relationship. Their dedication to male masculinity seemed to resonate with Sweeney Todd’s.

Was it a success by your standards? Yes! Sometimes looking back we can be critical, however the Sweeney Todd’s brand had begun to deliver on our core values and set out a strong tone, placing Sweeney Todd’s as one of the leaders in the industry.

Were there any hairy or amazing moments? So many stories! I’m not sure how much of my memory has embellished the facts. I was fortunate enough to meet and work with a great hairstylist, Stephen Foyle. I had the honour of collaborating with him on shoots for M.J Bale, Zegna and GQ Magazine. We also worked on the GQ show in Sydney, and very influential men like Dave Franco and Ian Thorpe.

How did you get clients on board? The easiest way was to exceed my clients expectations. Just when they think it is over, impress them again. We all have the power to do this.

One key piece of advice for those a year in? Be kind and compassionate. Watch out for distraction and stay close to your values. Most importantly, attract others that will help you achieve your goals.

EXPANDING THE BUSINESS

Why did you decide to expand? Expanding was a plan my wife and I had born out of pure passion and our future insight. We started our family a year after our first salon opened, so we wanted it to be a family business we could grow into. We believed that we wanted to be professional and we truly believed that we could manifest our ambitions and be a part of this industry for a long time. Our goal was to be industry leaders and we believed our brand deserved to be present in more than one location. We now have three children who are all passionate and involved in the three shops.

How did you execute the expansion? We did our market research and planning before we even started expanding. We calculated the risk and responsibility and developed our knowledge and commitment. We knew we had to build our brand, our stylist and our salon product. We developed a great relationship with American Crew and developed a product range to suit each location. We have continued to work on educating our stylists with the American Crew product and spent time training them the Sweeney Todd’s way. We also invited ideas from outside the industry’s main focus.

What changes in the industry have you had to adapt to? The biggest change in the industry has been the impact of social media platforms. They can be extremely powerful in generating business.

How have you retained and found new clients during this growth? We use a great software program that helps us retain our customers’ information. We use this information to our advantage so we can ensure the client is receiving what they want and expect. We connect with customers in every way possible, always having a team member answering phones, emails or messages daily - even managing our socials outside of work hours.

One key piece of advice for anyone looking to grow their business? Attend networking events, embrace social media, hold events, prepare to grow, support the barbering industry, optimise your stylists and staff, don’t forget about the small steps, give back to the community, always be willing to change and evolve, and, most importantly, get to know your clients!

PREPARING FOR THE FUTURE

Where do you see your business growing or changing? The next decade will be about creating and building our resilient brand. We want to navigate through change, deliver value and have positive outcomes. We will be the disruptor and set ambitious goals.

How do you see the industry changing? The digital age is still getting started. So, get on the rollercoaster and hold on! Clients are crying out for engagement with stylists, so be there to engage in any and every way. Our industry will also need to be here for our planet and will need to evolve continuously.

What excites you about your future? The impact that our youth culture will have over the next 10 years is going to be enormous. You guys will go down as one of the most significant generations of modern times. So, aspiring stylists and barbers - get ready - it’s your turn to amaze the world.