Taming the Beast

Beast is a new retailer dedicated entirely to men’s grooming products, offering a selection of products across a physical and an online store. It brings together a variety of items in one space, catering for a range of skin types and tapping into consumers’ desire for convenience.

The bricks-and-mortar store mimics its online format, with products categorised into Body, Hair, Shave, Face and Fragrance. Rather than signalling the end of bricks-and-mortar shopping, the continued growth of e-commerce is encouraging brands and retailers to create cohesion between their omni-channel offerings.

‘Convenience runs through most aspects of Beast,’ says Steve Banks, the company’s co-founder. 'Our thought process was to keep the design simple and to merchandise all of the products in a similar way that you would navigate a website.’