Living Legend: Learning from Schorram: Running a barbershop with a unique identity

Introduction

Schorem Haarsnijder en Barbier (hereafter, Schorem), a barbershop in Rotterdam, Netherlands , has risen to become a global cultural icon with just one store. Their success is not due to huge capital or multiple store expansion, but is the result of thoroughly sticking to what they love . In this article, we look back on Schorem's business phases and consider the greatness of a barbershop fully expressing its own identity rather than "impersonating someone else". We will also introduce how Barber & Apparel Nakamura Shoten 's cutting cape can contribute as a tool to embody that idea .

1. The History of Shkoram: Highlights by Business Phase

Phase	period	Key Events	Revenue Model
Founding period	2010–2013	· Lean & Vertus opens in Rotterdam · "Men, Dogs — No Women" sign creates buzz · No reservations required · First come, first served, long lines for free beer	Hairdressing services only (low margin)
growth period	2014–2018	・Co-founded and launched his own pomade , REUZEL・Holding haircut shows around the world and sharing his techniques on YouTube・Opening The Old School Barber Academy across the street	Hairdressing + product sales + education business
maturity period	2019–present	・Total number of social media followers reaches 1 million・Store expands and relocates, introduces online advance reservations・Collaborates with different industries such as Liquid Death, and hosts the music festival Scumbash	Diversification + brand collaboration

2. Five strategies for success at Schorram

1. Return to tradition × radical concept
   They only offer classic hair and straight shaves, and everything from the name of the store to the design of the space is designed to be a "sanctuary for men."

2. Experience Design
   A system that turns even the queue into entertainment (free beer, rock music, and community) so that no matter how long you wait, you won't get bored.

3. SNS × Information Disclosure
   He generously releases technical videos and before-and-after photos, winning him fans among barbers around the world.

4. Diversifying revenue models
   Secure product sales with REUZEL and expand education business with Academy.

5. Capital & Partner Utilization
   Scales without relying on VCs by using internal reserves and forming JVs with trusted industry partners (e.g., founders of American Crew).

3. Sustainability of “Passion” as seen through fundraising

Schoram chose organic growth without relying on external funding . For a service industry with low profit margins, the key to sustaining their culture without compromising it is to strengthen cash flow with products and education that fans love. In other words, passion x internal reserves x expansion with small risks .

4. Three lessons we can learn

1. Identity First - Prioritizing what's unique to you over what sells will ultimately allow you to capture a unique market.

2. Experience Design - Brand the entire time spent in the salon, beyond just the act of hairdressing itself.

3. Community and product synergy — Create a system where fans become evangelists for your brand.

5. The role of BarBer & Apparel Nakamura Shoten's cutting capes

Barber & Apparel Nakamura Shoten , based in Kojima, Okayama , has the mission of "incorporating the identity of a barber into fabric."

• Choose from a wide range of patterns and colors from vintage to modern

• Beauty when spread out and hair slippage prevention

• Fully customizable from small lots

For barbers who want to maximize their own taste, the cape is the canvas that is visible for the longest period of time in the store . Just as Schoram conveyed his worldview with REUZEL,

CAPE = The fastest medium to share your passion with customers

That's it.

Three benefits of using cutting capes

1. Consistency of brand experience : The world view is uninterrupted from the moment you sit down to the post-cut photo.

2. The ability to spread through social media : Original designs instantly differentiate your product with before and after photos.

3. Increase customer loyalty : Your store's unique story is visualized, encouraging repeat visits.

Summary — “Full Throttle” paves the way for the next era

The success of Schoram is the result of not imitating other stores, but taking its own aesthetic to the limit . There is no need to reproduce the same scale or model,

• The courage to design a store based on one's own tastes and preferences

• Selection of tools and products to support it

As long as you make the right choice, even a small town barbershop can be supported by the whole world. Barber & Apparel Nakamura Shoten's cutting capes are the perfect "switch for self-expression." Are you ready to get your barbershop running at full throttle?

"Love" engraved on the fabric for everyone who sits in the chair.

Please feel free to contact us at hello@nakamura-shop.com for inquiries or custom orders .

References and Links

• Schorem Official Website

• Inked Magazine – Interview with Bertus (2015)

• INFRINGE Magazine – “The Holy Barbers” Feature

• Marketingfacts.nl – “Hoe Schorem Facebook veroverde” (2012)

• Boker Blog – “Interview: Schorem Haarsnijder en Barbier”

• PR TIMES – “SCHOREM Japan BLACK METAL TOUR” (2016)

• BarBer & Apparel Nakamura Shoten “TABLOID” Barber Comic Newspaper No. 1 (2016)