KEPT Mens Brand Booklet by esadore International

CONCEPT A barber shop used to be more than a place to get groomed, have a shave and a cut. It was a place where men gathered, talked sport, politics, social, economy and current affairs, all while getting a haircut and shave. Over time, this was the traditional Barbershop that died and evolved into quick cuts or salons. KEPT Mens was born from the idea of combining traditional barber grooming with a social space, wellness offerings and retail to create a lifestyle brand which is offered to guests.

It offers age old traditional services within a new modern setting with a modern vintage feel and elective mood. Its key is allowing for the mixture of spaces, functions, experiences while offering retail range targeted to men. The retail offers a curated range of products that changes regularly. Guests can choose to spend as little time as they want to all day depending on the facilities offered in each KEPT Mens Tier.

BRAND POSITIONING Over the last 5 years, the fastest growing sector of personal care and grooming has been Mens, which is now in high demand. The general male is not looking for something different, a move from the salons and quick cuts; a relaxed welcoming environment in which they will get their personal care services provided. KEPT Mens has been developed as a lifestyle brand designed to cater to the various needs of men, be it Grooming, Wellness or even a Social environment allowing for a full day get away. KEPT Benefits from its fundamental offering Pillars: Curated Retail Grooming Services Wellness offerings Social Spaces Services tried and offered within each pillar. Tier system – Created tiers allow for flexibility of opening any tier in any location based on market demand, demographics and required investment. Tiers offered are KEPT Mens barber, spa and retreat. Support System – esadore International is the parent owner of KEPT; training and development of these services as well as Marketing and Sales channels will be provided by esadore.

MARKET KEPT Mens has been strategically developed to cater to various levels of the market based on the various tiers it offers.

in the same environment. These would geographically cater within a radius of a 3km walk and a 10km drive.

KEPT Barber shop caters to local communities, geographically within a radius of a 1.5km walk and a 5km drive, targeting professional men, aged 20 and above, looking for a casual grooming experience while in a professional and relaxed environment. It will also provide an environment for guests to utilize the cafĂŠ prior or post grooming services.

Within key cities, KEPT Mens Retreat provides a combination of registration fees and annual fees, allowing members access to a private sanctum providing grooming, wellness and Social experiences in a relaxed, communal environment. It caters to the man that has a higher than average income and is looking for something beyond your ordinary barber, spa or dining offers in the market. The KEPT Mens retreat allows for both individuals as well as corporate memberships creating a good mix of members.

KEPT Mens Barber Spa caters to a similar market as the barber shop with the addition of guests looking for wellness solutions

AREAS OF KEPT MENS

SOCIAL

KEPT is broken into several models which combine to create the various tiers of KEPT Mens. Each area is created considering synergy and contribution to the overall experience as well as its direct or indirect revenue-generating possibilities.

The final Pillar of KEPT are the social spaces, starting with a fully commercial coffee bar and lounge expanding to fully licensed bars to meeting rooms and shisha lounges, offering a full dining experience from a full commercial kitchen, allowing for members to relax in a library lounge for business meetings to getting away in the VIP Cigar Lounge and Whiskey Bar.

GROOMING

The products offered range from 12.00AED to 55.00AED.

The Second Pillar of KEPT is the Grooming Services; within this pillar the services offered including barbering (traditional wet shaves), haircuts and other barbering services. Additionally, KEPT offers manicure and pedicure services depending on the location of the outlet and based on regional demand also offer waxing, laser hair removal and other forms of hair removal.

R E TA I L The KEPT Retail is a curated offering that incorporates variety of Mens products which cater to all sorts of categories; Retail not easily found in malls and high street shops. The Retail range will be limited in number and only for a set period of time; various categories such as personal care, leather goods, accessories, clothing, watches, jewelry, home, tech, audio, Music, Pens, Sports products, collectibles, apparel and many more. The products offered range from 20.00AED all the way to 20,000.00AED.

The products offered range from 65.00AED to 225.00AED.

WELLNESS Based on the Tier and available sizes the wellness offerings are an outdoor pool, a fully commercial gymnasium, fully equiped change rooms, thermal facilities including steam, sauna, hammam and others which include spa treatments with cryogenic and other unique treatment offers. Additionally, based on regional demand offer waxing, laser hair removal and other forms of hair removal. The products offered range from 185.00AED to 285.00AED.

KEPT MENS SPA

TIERS

As the name suggests, the KEPT Mens Spa splits its focus on spa and wellness services whilst keeping the Grooming and social experience in its offering.

Allowing for various markets KEPT Mens has been developed in 4 tiers, allowing for the deployment of each tier based on location requirement and market demand and investment. Each tier supports each other in various ways.

In the centre there is still the Retail store which doubles as a reception for the spa and wellness while allowing for guest to browse the retail and social offerings. The KEPT Mens Spa is designed to cater comfortably to the guest experience allowing them to spend 2 to 4 hours to go through the various services and areas on offer.

Each tier is created on the foundation of having all 4 key pillars. The Tiers are

The overall tiering up to the KEPT Mens Spa adds areas such as full change rooms and lockers, a relaxation room for wellness users, full experience thermal facility with central hammam, scrub rooms, salt room and steam room. Multiple Treatment Rooms catering to various services as well as upgrades to provide such thing as Cryo or SatisForm.

KEPT MENS BARBER SHOP Building on the Retail tier, the barber shop as its name suggests increases the focus onto the grooming pillar by offering multiple barber stations. The mixture of the retail, Coffee bar, and barber services are designed to allow guests to spend 1-2 hours within KEPT Mens barber shop.

K E P T M E N S R E TA I L A retail focused outlet, this tier will be offered only in high volume traffic spaces and cities, focused on retail. An allocated maximum area of 50m2 consisting of Retail space, coffee bar, and single barber chairs. The retail offering will be localized based on market demand and demographics.

Additionally, it offers manicure and pedicure as well as KEPT Vault. With all these facilities housed within an area 80120m2, it will be localized in the service offerings of the grooming. KEPT Mens Barber Shop would be located at various locations within a city and communicates; it is limited based on the demographics and market demands, possibly supporting other KEPT Tiers.

KEPT Mens Spa will be deployed & be limited to a maximum of 2-4 locations, based on the city size and its demographics with each location localized through its design and unique DNA.

K E P T R E T R E AT KEPT Retreat has been developed to allow the guests in an exclusive Members only environment to relax, eat, groom, socialise, get fit and utilize wellness facilities on offer. The Member can spend as little time as they want to 10 hours entertaining guests or business partners. The Retreat will offer regular events to members from Informative talks to entertainment to social gatherings. KEPT Retreat will offer a variety facilities to a limited number of members which can access retreats around the world in key cities. Additionally, various benefits will be provided as members through third party partners in various markets and industries such as airlines, hotels, other associations, etc. Key areas offered in KEPT Retreat are Tailoring area to retail Meeting Rooms Outdoor/ Indoor Pool Commercial Gym Advanced Treatment Additional Thermal Areas Multi steam and sauna Meetings rooms General Dining and Private Dining Shisha lounge Bar – Licensed Lounge and Library Cigar/whiskey Lounge Full Kitchen

MOOD AND DESIGN Each KEPT Outlet is designed in its own unique way based on localized elements with a fundamental understanding of social and Cultural sensitivities while keeping in line with the core DNA established by the brand.

A Bastian for man, KEPT outlets should create a calming and soothing mindset from get-go; a cosy and warm space whilst being functional at all times; A modern take, on traditional vintage barbers and Mens clubs, minimalistic and slick, utilizing materials and finishes to convey a luxury of yesteryear.

Combining eclectic and antique furniture with traditional carpets and fabrics, utilising antique barber chairs restored to its former glory.

PRODUCT RANGE

MEMORABILIA PA R T N E R S H I P

Combining a range of products catered to Mens need in a variety of categories, these products are specifically selected to meet a systematic filtering process ensuring they tick all the boxes of the modern man.

KEPT Mens has Partnered with many fashion houses and Brands in developing a limited range of good only available in KEPT Retail outlets.

PERSONAL CARE Shaving products, hair care, skin care, KEPT limited Mens perfume

LIFESTYLE Candles, speakers & headphones, furniture, even antique barber chair restored for home use.

FITNESS Training equipment, boxing & cycling , racing and sailing, accessories

FA S H I O N Clothing, Shoes, Watches, Jewellery

B W & G R E YS C A LE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789/%&@[(+=-!?;:.)] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789/%&@[(+=-!?;:.)] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789/%&@[(+=-!?;:.)]

C 0/M 0/Y 0/K 20 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 95 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 40 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 95 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 80 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 95 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 100 R 40/G 40/B 41 #282829

C 0/M 0/Y 0/K 95 R 40/G 40/B 41 #282829

3 .0 T YP E S E TS Font Sets

WEBSITE FO N T S ET

PRIMARY TYPFACE UniformCondensed Typeface Family

UniformCondensed Light

UniformCondensed Medium