Shortcut Expands In-Home Haircutting Services to the UK through Joe & Co. Retail Partnership

The international collaboration offers UK-based Joe & Co. the opportunity to provide in-home haircutting services through Shortcut’s revolutionary on-demand platform

NEW YORK--(BUSINESS WIRE)--Shortcut, the company that provides on-demand hair care to consumers, announced today it has launched its in-home haircutting services in the UK through a partnership with London-based Joe & Co. and The Lounge. Due to the COVID-19 pandemic, hair care retailers are required to adhere to strict social distancing measures that greatly reduce their capacity and ability to serve clients. Simultaneously, some clients are hesitant to return to barbershops and salons. Today, Joe & Co.’s hair professionals can deliver the best men’s haircut to suit their clients’ style, lifestyle, and habits in the comfort and safety of their homes by booking through the Shortcut app.

“Yes people have been desperate for haircuts, but no matter where you live, there’s trepidation when it comes to visiting a potentially crowded establishment,” said Shortcut Co-Founder and COO Will Newton. “Our platform allows haircare professionals and their customers to control the environments they interact in. By partnering with retailers like Joe & Co., we aim to empower brick and mortar haircare providers and their staff to meet--and hopefully exceed--their pre-COVID revenue streams under a model that’s reflective of our new reality.”

Similar to many cities throughout the US, London has experienced the highest unemployment rate in the UK due to the COVID-19 pandemic.

“As an industry we need to be dynamic to survive. Similar to US hair pros, our men’s hairdressers have been especially impacted by COVID-19,” said Joe Mills, owner of Joe & Co. and The Lounge in Central London. “While we are trying to get back to a new normal, it’s key we respond to client demands and ensure they are getting a first-class, professional service, without affecting the classical salon structure to move the business forward. Shortcut gives our stylists the opportunity to connect with their regulars and meet new clients outside of the barbershop’s walls, while allowing owners to take control, maximize their income potential, and protect the business.”

Joe & Co. is a contemporary barbershop based in London Soho offering men’s barbering services. Established in 2010, Joe & Co. has been voted Best Men's London Barber by Esquire, GQ, and Time Out.

Shortcut empowers hairdressers to perform in-home services with the utmost safety in mind--a matter of particular importance in an environment ravaged by COVID-19. Working with a variety of US-based healthcare professionals and epidemiologists, Shortcut’s management team identified protocols that allow the company to continue delivering personal care services safely.

Safety protocols employed by Shortcut Hair Pros include:

➔ Completion of the company’s comprehensive health and safety training program

➔ Use of plastic gloves and face masks during each appointment, which are discarded following the service

➔ Use of sanitizer and top-of-the-line tool disinfectants

➔ Hair Pros who exhibit symptoms of illness, including those associated with COVID-19, must wait at least seven days since the onset of symptoms and a minimum of three days following recovery before taking appointments, per CDC guidelines

Newton and his team at Shortcut hope to expand the company’s retail partnerships throughout its footprint in both the US and UK. “While in-home haircuts are not new, they are certainly in demand--especially as consumer behaviors change. We’re offering an attractive deal that enables retail owners and their stylists to bolster earning potential beyond the initial COVID-19 reopening rush, under the necessary safety protocols, following one of the most challenging economic periods in history.”

Built on a revolutionary call, come, and cut business model, Shortcut brings barbers and hairstylists directly to consumers. Retailers and Hair Pros can set their own schedules, manage their personal book of business, and chat with clients through Shortcut’s technology. Following COVID-19 reopenings, Shortcut has delivered more than 3,000 haircuts and its in-home services are up 600% in the US.

“I need to cut hair in order to provide for my family,” said Joe & Co. barber, Kenny Baker. “The pandemic has certainly brought a lot of challenges, but I’m grateful to work for a salon that recognizes the hardships stylists have endured and looks for ways to help us bounce back. While Joe & Co. is my home, working with Shortcut will allow me to get back to some sense of normalcy.”

Shortcut is an easy-to-use hair care platform that connects people and businesses to the best Hair Pros in their city with the swipe of a finger or click of a mouse – anytime, anywhere. To learn more about the company’s partnerships with retailers, visit: www.getshortcut.co.

About Joe & Co.

Joe & Co. is committed to providing the best men's haircut, wet shave and beard trim in Soho. Owner Joe Mills is a hugely respected session stylist for men’s hair, regularly working with magazines and celebrities on editorial, film, and project work. His salon, The Lounge Soho, recently celebrated its 20th anniversary, with Joe & Co. barbershop in Soho offering an informal but immaculate grooming space. Mills was recently nominated for GQ’s Barber of the Year and Male Grooming Salon of the Year. Learn more at www.joeandco.net

About Shortcut

Shortcut revolutionizes the way consumers get their hair cut in-home through their simple, on-demand business model that connects people and businesses to the best Hair Pros in their city – anytime, anywhere. To book, users can download the app or visit www.getshortcut.co to browse barbers and stylists, and receive Shortcut’s in-home service from a five-star professional.