Barberino's Luxury Barbershop Expands to Rockefeller Center, Signaling Growth in Premium Grooming Market
Italian luxury grooming brand Barberino's has secured a flagship location at Rockefeller Center, marking its strategic expansion into the U.S. market and highlighting the enduring appeal of high-end, human-centered retail experiences in iconic commercial districts.
Barberino's, the luxury Italian barbershop and grooming brand, has signed a 10-year lease for a 645-square-foot space at 55 West 49th Street in Rockefeller Center, brokered by Alvarez & Marsal Property Solutions. This location will serve as the brand's New York City flagship and its second U.S. outlet, following its debut at 520 Madison Avenue, also owned by Tishman Speyer. The move reinforces Barberino's ambition to become a premier name in men's grooming on both sides of the Atlantic.
The new boutique, adorned with the brand's signature green and featuring three barber chairs, will offer tailored wellness services including haircuts, shaves, beard trims, shampooing, and hot towel service. It will also showcase Barberino's full line of in-house haircare and skincare products, along with curated offerings from high-end brand partnerships. The shop is slated to open this fall, blending Italian grooming traditions with innovative techniques to cater to a dynamic mix of office workers, New Yorkers, and visitors.
Michele Callegari, co-founder and CEO of Barberino's, emphasized the significance of human-centered retail in an increasingly digital world. "Neighborhood stores with a human-centered focus are more necessary than ever, as spaces that foster real relationships, authentic encounters, and a sense of belonging," Callegari stated. The brand's expansion into Rockefeller Center, a global icon for over 90 years, underscores the continued demand for high-quality, heritage-driven brands in premier retail destinations.
The transaction was facilitated by Scott Schuster of Schuster Group Inc. and Lucas Kooyman of AM-PS, who represented Barberino's, while Tishman Speyer was represented in-house by Reed Zukerman. Kooyman noted, "The new boutique, surrounded by other luxury tenants, will further cement Barberino's as a top operator in Manhattan's haircare, skincare, and grooming sector." This marks the second transaction Schuster and Kooyman have completed within the Tishman Speyer portfolio, highlighting their success in placing global luxury brands into high-profile locations.
EB Kelly, Senior Managing Director at Tishman Speyer and Head of Rockefeller Center, commented on the broader implications: "Barberino's decision to establish a presence at Rockefeller Center underscores the continued demand for high-quality, heritage-driven brands on campus. Their arrival strengthens the Center's diverse retail mix and supports our vision of Rockefeller Center as a destination where tradition and innovation meet." Founded in Italy, Barberino's operates 18 shops in major cities like Milan, Turin, and Rome, and expanded internationally with its first location in Seoul in 2023. For more information about Alvarez & Marsal Property Solutions, visit https://www.ampsre.com.